Representatives from the Welsh red meat industry will head to Dubai to build on the growing interest in Welsh Lamb from the Middle East.

Staff from Welsh red meat promotion agency Hybu Cig Cymru (HCC) will be attending the Gulfood trade show in the United Arab Emirates (UAE) along with Welsh Lamb exporters.

Demand is growing for Welsh Lamb in the UAE and in 2011 exports increased by nearly sixty five percent compared with the previous year.

Interest in the Welsh sheep industry is increasing in the Middle East and a trade delegation from the region recently visited Wales.

Representatives from Saudi Arabia, Kuwait, Bahrain and Oman were part of a trade mission to the UK earlier this month.

The delegates visited a Welsh sheep farm as well as two abattoirs in Wales.

“The Middle East has the potential to be an excellent market for Welsh Lamb,” said Gwyn Howells, chief executive of HCC.

“It has been sold in Dubai for the last six years and demand is growing.

“Customers there recognise the premium quality that Welsh Lamb offers and our presence at Gulfood will give us the opportunity to build on the success we have already achieved in the United Arab Emirates and explore new markets in the region.”