Consumers Unaware Of Lower Seasonal Prices

PGI Welsh Lamb found that 13 per cent of British shoppers are also unaware of the seasons of vegetables, fruit and meat, and over 40 per cent did not know that seasonal food is more readily available and fresher, or that it is better for the environment than imported foodstuffs. Over 60 per cent did not know that eating seasonal food supports the UK economy.

Only 14 per cent of consumers asked knew that the season of Welsh Lamb is Autumn, despite the meat’s PGI status. Myrddin Davies, a Welsh Lamb farmer said, “It’s a common misconception that Welsh Lamb is only in-season in the spring, when in fact it is also plentiful in autumn. Spring lamb is reared on the coast with lush grass readily available so it can be sourced earlier than autumn lamb, which tends to be procured from hill breeds. Grass is not as abundant for lambs reared in the hills and so they take longer to mature. In Wales we have more hills than coast so autumn is a plentiful time of year for Welsh Lamb.”

Francesco Mazzei, Chef of London’s L’Anima said, “When people go to the supermarket and look on the shelves they find the same things all year around, but eating in season is better and cheaper. We had a great summer this year, perfect for growing vegetables and fruit. Mushrooms, plums, cabbage and kale are just some of the produce that are in-season at this time of year and all of them go very well with Welsh Lamb.”