Welsh red meat showcased on the world stage at SIAL Paris

Welsh red meat promotion body Hybu Cig Cymru – Meat Promotion Wales (HCC) is showcasing PGI Welsh Lamb and PGI Welsh Beef at one of the world's largest food and drink exhibitions, SIAL Paris, highlighting the quality, and provenance of Welsh red meat to an international audience.

Working in partnership with the Welsh Government and Welsh red meat exporters, HCC is promoting Welsh red meat at the prestigious event, which brings together producers, retailers, buyers, importers, exporters and foodservice professionals from across the globe. The event is expected to attract 300,000 food industry professionals from more than 130 countries, making it one of the most significant events in the global food and drink calendar.

The exhibition provides an important platform for Welsh exporters to strengthen relationships with existing customers and engage with potential new buyers from key markets.

Alongside a programme of business meetings, HCC is hosting a series of cooking demonstrations throughout the exhibition, showcasing the quality, versatility and premium credentials of Welsh Lamb and Welsh Beef through a range of dishes designed to inspire buyers, retailers and foodservice professionals.

The Cabinet Minister for Rural Resilience and Sustainability, Llyr Gruffydd MS, joined HCC at the trade fair on Monday, October 19, where he addressed a reception hosted by HCC for key customers from the global red meat sector. Alongside PGI Welsh Lamb and PGI Welsh Beef, guests were able to sample a range of premium Welsh food and drink products, including products from Halen Môn, Wrexham Lager, Snowdonia Cheese Company, South Caernarfon Creamery, Welsh Lady Preserves, Village Bakery, Penderyn Distillery and White Castle Vineyard, showcasing the quality and diversity of Wales's food and drink sector.Speaking at the reception, the Cabinet Minister said:

"Welsh Lamb and Welsh Beef are recognised around the world for their outstanding quality, strong provenance and high production standards. Events such as SIAL Paris provide an invaluable opportunity to showcase the very best of Wales to international buyers and strengthen the relationships that support our export success.

The Welsh red meat sector is a vital part of our rural economy, sustaining jobs, businesses and communities across Wales. Growing exports is an important part of strengthening the Welsh economy, and events like this help Welsh businesses build new partnerships and access opportunities in overseas markets. The Welsh Government is committed to supporting our food and drink sector to increase its international reach and secure a sustainable, prosperous future for our farming communities.

By working in partnership with Hybu Cig Cymru and industry, we are helping to open doors to new markets, grow demand for our premium products and create long-term opportunities for Welsh producers. I am proud to see Welsh red meat taking centre stage alongside other exceptional food and drink products from Wales, demonstrating the strength, diversity and ambition of our world-class food and drink sector."

In her address at the reception, HCC Chair Catherine Smith highlighted the importance of international trade events in supporting the long-term growth of the Welsh red meat industry:

“Events such as SIAL give us an important opportunity not only to tell our story, but to build the commercial partnerships that turn recognition into demand.

We are proud of the reputation Welsh Lamb and Welsh Beef have established internationally. But maintaining and building on that position requires continued collaboration, investment and ambition across the supply chain.

HCC is committed to working with our partners to reinforce the value of Welsh provenance, strengthen the visibility of our PGI brands and identify opportunities to grow demand and maximise value for Welsh red meat across both established and emerging markets.”

Participation at SIAL Paris directly supports Priority 1 of HCC's Vision for the Welsh red meat industry: increasing the volume and value of branded Welsh red meat sold. Introduced in April 2026 following engagement with industry stakeholders, the strategic action plan provides a clear and collaborative framework for the industry’s future growth.