A new survey shows consumers in Spain prefer Welsh Lamb to their own nation's lamb.
Research carried out by a leading Spanish supermarket saw consumers take part in a blind taste test of three lamb samples, one from Wales, one Spanish lamb and one from the Aragon region of Spain.
Welsh Lamb came out on top in the survey, with eighty per cent of people asked saying they would prefer to buy Welsh Lamb, while only around half of the participants said they would buy either of the two Spanish lamb brands.
Welsh Lamb also received more top ratings for flavour, tenderness, colour and succulence compared to the other lamb sampled, and scored the highest overall rating.
Deanna Leven, Export Market Development Executive with Welsh red meat promotion body Hybu Cig Cymru (HCC), said: "These eating quality results from Spain are encouraging as it shows consumers prefer Welsh Lamb over the domestic product.
"This research shows Spanish consumers can discern the unique qualities that make Welsh Lamb stand out from other lamb brands available."
"We are currently supporting the promotion of PGI Welsh Lamb in Spain with point of sale material and in-store sampling.
Hopefully this will help us to build on the foundations highlighted in this research to increase exports of Welsh Lamb to Spain this year."
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