THE Prince of Wales showed his support for a campaign to promote lamb from the Cambrian Mountains with a lunchtime reception at Clarence House.

The aim was to introduce award-winning Cambrian Mountains Lamb to top meat and catering suppliers, as well as leading London restaurateurs and food writers.

The event marked the latest Farmers’ Marketing Initiative led by the Prince to help promote regional meat and produce from traditional farms.

The Cambrian Mountains of mid Wales represent some of the most beautiful, unspoilt landscapes of Europe with farming methods dating back to the Middle Ages.

Meat trade representatives attending the reception were senior staff from Dunbia, Compass/Facilities Management Catering Ltd, Aubrey Allen, Danish Crown, Aramark, Prime Meats, Initial Catering Services, Brakes Bros Ltd, Chefs Connections Ltd.

Retailers present included Harrods and Partridges of Chelsea plus Monoprix of France and Gesco-Amadori from Italy.

A seasonal product, Cambrian Mountains (CM) lamb is produced by a group of 21 farmers in mid Wales whose native breed, mountain lambs graze freely on the hills of varied grasses and herbs.

This results in a smaller, slightly lighter lamb (16kg) of exceptional flavour and meat quality. The farmers adhere to best practice land management to maintain valuable habitats and eco-systems. The brand identity also includes a watercolour by the Prince of Wales.

Cambrian Mountains company manager, Deanna Leven said: "His Royal Highness’s unfailing support has been terrific. The reception at Clarence House has afforded us a wonderful opportunity to showcase our lamb to top quality meat and catering suppliers plus restaurateurs and food writers."