Princely West Country fare in Italy

Published 13 April 17

West Country meat and cheese were given the royal seal of approval at a tasting in Italy.

The Agriculture and Horticulture Development Board (AHDB) was joined by Prince Charles at an event in Fiesole, Tuscany, this month – which was also attended by Italian dignitaries and media.

Hosted by Jill Morris, HM Ambassador in Rome, the wine, meat and cheese tasting featured West Country beef, lamb with Protected Geographical Indication (PGI) and West Country Farmhouse Cheddar with Protected Designation of Origin (PDO)

And the food was paired with some of the best wines from Tuscany at the Hotel Belmond Villa San, which proved to be a huge success.

AHDB Head of Exports Jean Pierre Garnier said: “We are grateful for the support of HM The Prince of Wales during his short visit to Italy.

“We are very keen to develop sales of beef, lamb and cheese from the West Country. The products have been welcomed by Italian distributors and are already attractively merchandised by some Italian retailers. Italian consumers value PGI and PDO products and the green, traditional West Country image has a favourable perception.”

“The Italians above all value the great taste, tenderness and consistency of West Country meats and the superior flavour of real matured Cheddar cheese. We hope this tasting will help to further establish them in Italy.”

Lucy Randolf Video

AHDB's recent visit to Gulfood can be seen here


Notes to editors

AHDB is a statutory levy board, funded by farmers, growers and others in the supply chain. Our purpose is to inspire our farmers, growers and industry to succeed in a rapidly changing world. We equip the industry with easy to use, practical know-how which they can apply straight away to make better decisions and improve their performance. Established in 2008 and classified as a Non-Departmental Public Body, it supports the following industries: meat and livestock (cattle, sheep and pigs) in England; horticulture, milk and potatoes in Great Britain; and cereals and oilseeds in the UK. AHDB’s remit covers 72 per cent of total UK agricultural output. Further information on AHDB can be found at


For further information contact Jenny Waddington, AHDB Media and PR Manager on 024 7647 8910 or