Lamb Marketing: Gower Salt Marsh Lamb secures international protection

Products that receive origin protection are in an enviable position when it comes to marketing. With Gower Salt Marsh Lamb having recently received such status it will be interesting to see the lamb marketing strategy taken by farmers who produce this unique product. Lamb marketing for the general public normally focuses on either an ethical-focused marketing strategy, a quality-focused strategy or a USP such as native or rare breed status. The addition of the option for Gower Salt Marsh Lamb producers to add protected status to their lamb marketing should increase value and reduce competition. while also helping them to better market themselves online through increased SEO opportunities.

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The new, independent Geographical Indication (GI) schemes were launched after the end of the transition period and, according to the Department for Environment, Food and Rural Affairs (Defra), are designed to ensure that popular and traditional products from across the country can obtain special status to mark out their authenticity and origin.

Defra explained that the introduction of the schemes mean that shoppers can buy their favourite food and drink with confidence, and producers whose foods are granted GI status benefit from intellectual property protection, so that others cannot imitate them.

The meat produced from lambs born and reared on the Gower Peninsula in South Wales has gained full protection and recognition as a Protected Designation of Origin (PDO). The protection has been given as Gower Salt Marsh Lamb producers were able to demonstrate their meat’s characteristics are essentially and exclusively due to its particular area of production.

Produced using knowledge and skills dating back to medieval times, Gower Salt Marsh Lamb comes from lamb born, reared and slaughtered in the Gower area of South Wales. The meat gains its unique characteristics from specific vegetation and environment of the salt marshes on the north Gower coastline, where the lambs graze over long distances for more than half of their lifetime. It is a seasonal product, available from June until the end of December.

“The reputation of our product is protected”
Dan and Will Pritchard from Weobley Castle Farm, who produce Gower Salt Marsh Lamb, said: “We are so pleased that Gower Salt Marsh Lamb is now officially recognised and registered under the new UK GI schemes. We are the third generation of Pritchards to farm in this amazing location, meaning that we’ve perfected our way of rearing lamb over the years.”

They added: “This recognition means that the reputation of our regional product is protected, and it helps us promote traditional agricultural practices and eliminate non-genuine products.”

“Welcome to the Welsh GI family”
Rural Affairs Minister Lesley Griffiths congratulated the Pritchards on their achievement, saying: “I want to congratulate Dan and Will on their success of becoming the first new product to secure the coveted UK GI status for their wonderful Gower Salt Marsh Lamb and welcome them into the Welsh GI family.”

Griffiths added that she was confident Gower Salt Marsh Lamb’s latest success “will encourage other new applications for GI status, from all food and drink categories in Wales.”

“No better product to kickstart the scheme”
Food Minister Victoria Prentis said: “I am really pleased to see Gower Salt Marsh Lamb gain protected status, and I can think of no better product to kickstart our new scheme with.

“We want people, at home and abroad, to be lining up to buy British. I would encourage producers from all around the UK to apply to the scheme so that we can celebrate and protect more of our excellent local produce, and ensure it is given the recognition that it deserves.”

Article taken from Meat Management