Lamb at its best attracts words like succulent and delicious, and there is a triple helping of good news for those who like nothing better on their plate.

First of all, how about sampling a brand that is known far and wide, with the launch of the Welsh Lamb season? Now is the perfect time to eat fresh, seasonal Welsh Lamb, which is in ample supply and at its best over the coming months.

Then there is some expert advice on hand to ensure you cook it in a way which maximises its pleasing texture and flavours, with a special recipe created for your delecation.

And, thirdly, to celebrate the new season, there is a chance to win over £400 of high-end barbecuing equipment.

Chefs across Britain know how good Welsh Lamb is

Hybu Cig Cymru - Meat Promotion Wales has launched its annual PGI Welsh Lamb campaign by calling on consumers to experience for themselves the unique flavours that make it so respected across the world.

Welsh Lamb is suited to a wide-range of cuisines and cooking methods and the new campaign focuses on showing how versatile it is and why it has become a favourite for British chefs

With fresh, new-season Welsh Lamb at its most plentiful, now is the time to help people have confidence to cook the versatile meat from the comfort of their own homes as uncertainty continues to plague the restaurant industry.

“Seasonal eating is something many of us are guilty of forgetting, but there’s a reason things taste better at the right time of year," said market development manager Rhys Llywelyn. "We hope our upcoming campaign builds on recent momentum as we show people how to make quality, restaurant-style dishes from the comfort of their own homes.”

Having PGI-status takes into consideration how factors such as the clean air and spring water, fresh grass and fragrant heather all contribute to create a unique taste, which cannot be replicated anywhere else in the world.

Top tips on how to get the best out of Welsh Lamb

Hywel Griffith’s Welsh lamb shoulder with a chunky tomato and fennel salad
Gower chef Hywel Griffith’s Welsh lamb shoulder with a chunky tomato and fennel salad

To inspire people to try Welsh Lamb at home, and show why it’s suited to such a wide-range of cuisines and cooking methods, a series of leading figures from the food world will be lending a hand over the coming months to create delicious recipes and simple how to guides so people can find out for themselves just why it’s so highly regarded.

Among these is Dean Edwards, who has been a regular chef on ITV’s Lorraine over the past decade and John Gregory-Smith, who is a chef, presenter and best-selling author who specialises in Middle Eastern and North African cuisine.

Also working on the campaign is Michelin-starred chef Hywel Griffith, of the Beach House restaurant in Oxwich, Gower, and who will be helping people make the most of the summer barbecue season.

Dining out in its usual sense may have taken a hit over the last few months, but, as restaurants continue their comeback, don't forget that it is also the time of year when the sweet aroma of barbecue smoke wafts over rooftops and garden fences.

To help make the most of this, Hywel has created a delicious barbecue recipe and launched a competition giving the chance for people to win over £400 of high-end barbecuing equipment.

So why is Welsh lamb so suited to barbecue cooking?

“When it comes to barbecuing, Welsh Lamb lends itself perfectly because you’ve got two choices – long and slow or medium rare," said Hywel. "Its versatility means that all the different cuts can be cooked on the barbecue and they taste absolutely fantastic.

“The two best cuts for long and slow cooking are the shoulder or the breast because they have a high fat content. As they cook, all the fat melts away and bastes the meat while it’s cooking and you end up with a fantastic product. 

“When cooking medium-rare you can use best end, the rack of lamb and the leg. I would cook a leg of lamb to medium/medium-well. You could smoke it at a higher temperature or you could cook it quicker in steak form. You can cook the racks or the best end beautifully pink. It’s such a versatile product.”

Hywel Griffith’s Welsh Lamb shoulder with a chunky tomato and fennel salad

Michelin-starred chef Hywel Griffith's Welsh lamb shoulder with a chunky tomato and fennel salad
Michelin-starred chef Hywel Griffith's Welsh lamb shoulder with a chunky tomato and fennel salad

Are you ready for this culinary delight for six people?

Preparation time is 20 minutes, followed by four to five hours of cooking.

Ingredients

1 PGI Welsh Lamb shoulder joint

5 garlic cloves, boiled in water for 10 minutes

Handful of fresh basil leaves (about 15 leaves)

Salt

For the salad:

5 spring onions, roughly sliced

1 head of fennel, roughly chopped

5 ripe plum tomatoes, roughly diced

Salt

50ml olive oil

50ml balsamic vinegar

2 aubergines

150g rocket

1 ciabatta loaf

Method

1. Preheat the smoker. It will be ready when the coals are just dying down and the temperature has reached 120°C.

2. To prepare the lamb, make five randomly spaced incisions on the skin side of the shoulder.

3. Push one blanched garlic clove and basil leaf into each of the incisions. (Blanching the garlic beforehand gives a more mellow flavour).

4. Sprinkle plenty of salt over the lamb, ensuring it gets into the incisions – this helps to season while it cooks.

5. Place the lamb (with the incisions facing up) onto the grill in the smoker. It will need to cook for four to five hours.

6. Meanwhile prepare the salad. Add the spring onions, fennel, tomatoes, a good pinch of salt, the olive oil and the balsamic vinegar to a large mixing bowl. Mix well. Cover the salad with cling film and leave to marinade in the fridge. The acidity of the vinegar will marry all the flavours together.

7. After the lamb has been cooking for about an hour, place the aubergines on the grill next to it.

8. Take the aubergines off the grill after one to two hours. They should have a smoky appearance and reduced in size a little.

9. Cut the aubergines in half lengthways, then scrape the flesh out onto a chopping board. Add a pinch of salt to the aubergine flesh, chop it and place onto a large serving platter. Set aside.

10. Take the salad out of the fridge and add the rocket. Roughly chop the remaining basil leaves and add to the salad. Mix well and season to taste.

11. The lamb should be ready after four to five hours of cooking. If possible, check the temperature with a probe – for well done, slow cooked lamb that will easily come off the bone, the recommended core temperature for the meat is around 68°C and 72°C.

12. Carefully take the lamb out of the smoker - it should have reduced in size and a little and crispy on the corners, with the meat falling easily away from the bone. Place onto the serving platter with the bread, salad and chopped aubergine. Sprinkle a little more salt on top of the lamb if you like.

For more information on the upcoming campaign or how to enter the competition, visit eatwelshlamb.com. You can also go on to Facebook, Twitter or Instagram.