Wales Farmer July 2012 NEWS 9 Something new on your plate


SEASONAL SPECIAL: James Raw and Owain Pugh, former and current chairmen of the Cambrian Mountains Lamb Group, at James’ farm in Cwmystwyth.


PICTURE: Arfid Parry Jones.


The sure way to preserve your


margins


CAMBRIAN Mountains lamb ‘newydd’, season- al mountain lamb, is set to be launched this


month. ‘Newydd’isWelsh for‘new’


and the arrivalofthe first quantities of the newseason; sweet, succulent lamb down from the mountains, is always eagerly anticipated by locals in the region. LikeBeaujolais nouveau,


this Welsh lamb will nowhave adistinctive point in the calen- dar,and marks the start of the annual July-January season for sales of the lamb. Afarmers’ marketing ven-


ture, inspired by HRH The Prince of Wales,has seen a group of 21 farming families join together to sell their mountain meattoawider audience throughout the UK. The seasonal Cambrian Mountains lamb meatcomes from special, native breeds that aretraditionallyfarmed in ‘hefted’ flocks on farm- assured farms thatuse the old Welsh ‘Hafod and Hendre’ sys- tem.


The Prince of Wales,known


forhis support of traditional, upland farms in inhospitable landscapes,isnow President of the wide ranging Cambrian Mountains Initiative.Hehas also provided aspecial water- colour foruse in the bilingual CM brand identity. The quality of Cambrian Mountains lamb is different because it comes from tradi- tional Welsh farms in one of the most beautiful, unspoilt landscapes in Europe,with rare natural habitats and wildlife.Waysoffarming here stretch back to the Middle Ages and all this reflects in the exceptional taste and out- standing premium quality of Cambrian Mountains lamb. During the late spring and


summer grazing, formile after mile,onhills and mountains, the flocks roam and feed freely


on natural pastureland rich in varied grasses and herbs.This results in aspecial, slightly lighter-weight lamb (around 16kg) with greatconformation forsucculent, juicy meatwith a delicate,sweet flavour. Cambrian Mountains lamb


is aseasonal product. This means meatexclusively avail- able onlyatits very best, between July and January each year.Inseason, the meatis exceptionallyflavoursome and the tender,versatile cuts appeal to professional chefs and discerning cooks alike. Farmer Owain Pugh, chair- the Cambrian


man of


Mountains Lamb Producers group,said: “Food lovers understand the importance of seasonallyavailableproduce because they recognise that superior meatisproduced in season from animals thatroam and grazefreely. They also appreciate howthis affects the final textureofthe lean meat, balanced with the right amount of fatfor the finest flavour and juiciness. “The unique flavour of our Cambrian Mountains lamb arises because,ashardy moun- tain animals,our lambs are allowedtogrowand develop naturallyataslowpace on the hills.The summer grazing leads to the right balance of flavoursome meatand mini- mal fat.” Slaughtered close to source, Cambrian Mountains Welsh lamb also carries the coveted Protected


Geographical


Indication logo,atrusted markofauthenticity and provenance. Cambrian Mountains lamb


is sold in season via the Cooperative’s TrulyIrresistible range.Itwill featureonQVC, the TV shopping channel, and is also availableonline from local butchers in the Cambrian Mountains. Formoreinformation, visit


www.cambrianmountains.co. uk.


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Biotal Ltd Tel: 02920 475550 www.biotal.co.uk For the latest Wales farming news: walesfarmer.co.uk


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