Royal Seal of Approval for new Welsh Lamb Club
The Prince of Wales is to launch an exciting initiative giving some of the best chefs in the world a new platform to showcase their Welsh Lamb dishes.
The London Welsh Lamb Club aims to tap into the consciousness of foodies in the capital to satisfy their growing demand for succulent Welsh Lamb.
More than 50 restaurants in London have already joined the club, eager to highlight the way they serve Welsh Lamb to diners, including well known chefs such as Tom Aikens, Anthony Demetre, Richard Corrigan, Cyrus Todiwala, Mark Hix and Bryn Williams.
The club will be officially launched by The Prince of Wales at an event in Clarence House which will be attended by leading London restaurateurs, chefs and suppliers.
The London Welsh Lamb Club is the brainchild of Welsh red meat promotion agency Hybu Cig Cymru. Chairman Rees Roberts said: "I am delighted that The Prince of Wales has kindly offered to launch this exciting new project at Clarence House, for which we are very grateful.
"Our research has shown that Welsh Lamb is the leading lamb brand in London and the south of England. Consumers appreciate its quality and taste, and like the fact that Welsh sheep are free to roam the green hills and mountains of Wales."
It is that natural and wholesome element that has led to Welsh Lamb being awarded Protected Geographical Indication (PGI) status by the European Commission, setting it on the same level as other world brands including Italy's Parma Ham and France's Champagne.
"There is no doubt that consumers are becoming more knowledgeable about food and more sophisticated in their tastes," said Mr Roberts.
"They demand the best, which is why Welsh Lamb features so prominently in a growing number of leading restaurants, not only in London but across the UK and even as far afield as Germany, Barbados and Hong Kong.
"I'm delighted that so many London restaurants have already signed up for the club, with many more already waiting in the wings. It's a testament to the consistent quality of Welsh Lamb and to the fact that so many consumers now ask for Welsh Lamb by name."
Mr Roberts said HCC's long term ambition was to create similar Welsh Lamb Clubs in cities and regions across the UK.
"It's our intention to create clubs across the country, so that wherever you are in the UK you will be able to find a nearby restaurant that serves prime Welsh Lamb."
Further details of restaurants which are part of the Welsh Lamb Club, including names of chefs, location maps and website links, can be found on www.eatwelshlamb.co.uk
Members of the London Welsh Lamb Club will also receive certificates, confirming that they serve Welsh Lamb.