The hunt begins to find the new face of Welsh lamb

Hybu Cig Cymru – Meat promotion Wales (HCC) is inviting farmers from all over Wales to enter the competition. The contest, which is open for entries until 10 November, will require farmers to show their passion for Welsh lamb by answering a number of questions demonstrating any innovative, extraordinary or strange things that they do to ensure that their Welsh lamb is the best possible quality. To enter, farmers must log onto www.eatwelshlamb.com or contact HCC directly. Bill, Joyce from HCC, explained why a farmer would make the best face of Welsh lamb: ""We want to find a great spokesperson for Welsh Lamb, someone who is knowledgeable and passionate about Welsh Lamb - who better than someone who actually produces it. Wales is famous for being a passionate nation, particularly when it comes to Rugby, music and of course Wales itself, so there should be no shortage of candidates for this competition." Demetre, who features Welsh lamb on the menus at his award-winning London restaurants Arbutus and Wild Honey, explained: "Welsh Lamb is a wonderful ingredient; in my restaurants I use it to create great quality, seasonal dishes. I will be looking for a farmer who not only produces beautiful lamb, but also has a passion for cooking and eating it." Winners for each region, North Wales, Mid Wales, South West Wales and South Wales, will be chosen to battle it out in a national final in Aberystwyth in November. Ed Bailey, vice president of NFU Cymru, a beef and sheep farmer from Merionethshire, who is also a member of the judging panel said: "This is a great campaign to be part of. So often the farmers, who put in long, hard hours to produce fantastic tasting meat for people to enjoy, are forgotten. I can't wait to start reading the entries."