Approaching the notion of better-for-you proteins from another angle, the lamb industry
and individual producers and processors have been able to tap into consumers' desire for unique products crafted in a sustainable -- or least more sustainable -- way, with an interesting backstory.
However the fallout from the export banstill threatens meat production next year and it was feared unless steps were taken, the long-term stability of the lamb industry
in Wales could be placed in jeopardy.
THE British beef and lamb industry
could benefit by up to PS115m in the next three years after a landmark agreement was signed to start importing the meat to Russia.
He added: "Hopefully this will mean that Tesco shoppers who want to support the Welsh lamb industry
will no longer be fooled into buying imported lamb masquerading as local produce."
Tesco is to make a multi-million-pound investment in the British lamb industry
by introducing improved cost of production contracts for around 160 of its British lamb farmers.
Welsh Government Rural Affairs Secretary Lesley Griffiths has warned a "huge influx of New Zealand lamb" would "absolutely destroy the Welsh lamb industry
Like the beef and lamb industry
, the dairy sector has already produced a "roadmap" exploring how the environmental impact of producing, processing and consuming liquid milk can be reduced.
If Wales loses slaughtering facilities the lamb industry
is effectively finished.
A committee of representatives of the California lamb industry
will review nominations and select award recipients based on a retailer's promotional programs, ad support, innovative in-store merchandising and overall sales of American lamb.
The impact of Brexit on Wales' lamb industry
has been a key source of concern and the full details of how agriculture will function across the UK have yet to be thrashed out.
"The country's domestic lamb industry
has been in decline, so there's certainly room for exports.