Improvement by nature
Welsh lamb steak competition a huge success at Royal Welsh Show
2011-07-26The first Asda Welsh lamb steak competition at last week’s Royal Welsh Show was judged to be a huge success. Welsh celebrity chef Dudley Newbury, together with a panel of four members of the public, awarded first prize to Gareth Roberts of Cwrt, Aberdaron.
The competition, a new initiative from Asda and Welsh Country Foods, supported by HCC, was established to find the best quality Welsh lamb steak during the Royal Welsh Show. Farmers who have supplied quality lambs to Welsh Country Foods (part of VION Food Group) were invited to take part in this exclusive competition. They supplied prime Welsh lambs for the contest, and the chump steaks from each one were cooked, with the best one being chosen by the panel of judges on Wednesday 20th July.
Alun Davies, deputy Minister for Agriculture, Fisheries, and European Projects, addressed the audience and welcomed the event that demonstrated the quality of Welsh lamb.
Amy Austin, Asda lamb buyer was delighted with the response to this new competition: “This initiative is another example of our commitment to Welsh farming, and to delivering great tasting products to our customers. The quality of the entries was outstanding, and supports our decision in May to introduce an Asda Extra Special lamb range exclusively featuring quality Welsh lamb.”
Prys Morgan, Lamb Procurement Controller with VION Food UK noted: “This competition demonstrates the results of a successful partnership between Welsh farmers, Welsh Country Foods, and Asda. Quality starts at the farm with rearing and selecting prime lambs, and this continues throughout the process until the lamb cuts and joints are on Asda shelves.”
Prys continued: “It also shows the commitment of Asda to the premium quality lamb produced in Wales. The winner will receive a Hybu Cig Cymru Rosebowl and £200 in vouchers to spend at any Asda store.”
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Welsh Country Foods is a specialist Red Meat producer, processing and packing high quality lamb and beef, and is part of VION Food Group Ltd, the UK arm of VION N.V. VION Food Group Ltd also produces and processes pork, bacon and chicken as well as a wide range of convenience products such as sausages, cooked meats and added value cooked chicken. The operation has extensive facilities across the UK from farms and hatcheries to primary production, processing and packing, and supplies products according to customer and market demands. The business is primarily focused on the UK retail market but also includes important foodservice and wholesale clients within its portfolio.
Note for the editors
For further information please contact:
Vickie Rogerson, Asda Media Relations
0113 826 353
Robert Smith, Group Communications Controller, VION Food Group Ltd
+44 (0)1506 400400
+44 (0)7785 502976
