28 November 2011 Last updated at 02:43 ET

Welsh lamb breaks into Canadian market, say promoters

Hybu Cig Cymru led a trade mission to Canada in September

Welsh lamb promoters say they have broken into the potentially lucrative Canadian market after a trade mission.

Meat promotion group Hybu Cig Cymru (HCC) said Welsh lamb had already been shipped across the Atlantic, with further consignments to follow.

It is set to announce the deal at the two-day Royal Welsh Winter Fair, which starts on Monday in Llanelwedd, near Builth Wells.

HCC led a trade mission to Canada in September.

The meat promotion body said the country was being lined up as the latest target for Welsh lamb exports at the Royal Welsh Show in July.

HCC claimed at the time there was a growing demand for lamb from Canadians and immigrants to the country.

"HCC led a trade mission to Canada at the end of September and the response we had from the country's importers was superb," said HCC market development manager Laura Dodds.

"The reputation of Welsh lamb as a premium product had preceded us, leading to productive meetings with several leading Canadian companies."

First Minister Carwyn Jones and the HCC held talks with a trade delegation from the Chinese Embassy in London at the Royal Welsh Show in 2010.

The HCC has said it is attempting to broaden the market for Welsh lamb.

Attendance at this year's Royal Welsh Winter Fair should exceed 20,000, said organisers.