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SHOP 'TIL YOU CHOP ON YOUR TV TODAY.

USUALLY they're an outlet for flamboyant jewellery, fitness fads and curious cookery gadgets.

But from today Britain's shopping channels will be offering a new product - Welsh Lamb.

For the first time QVC is selling fresh Welsh Lamb boxes of different cuts both on air and via its website.

The meat has been provided by farmer members of the Prince Charles-backed Cambrian Mountains Company (CMC).

QVC's hour-long cookery show, which airs live from 1pm this afternoon, features CMC celebrity chef Rhodri Edwards of Y Ffarmers, Llanfihangel y Creuddyn, Aberystwyth.

He'll be joined by Gareth Rowlands, cofounder of Rachel's Dairy and a CMC director, who will outline the co-operative's ethos.

CMC business manager Deanna Leven said: "This is a marvellous opportunity to showcase Cambrian Mountains Lamb. It is also a great way to raise the area's profile."

In future CMC hopes QVC will sell other Cambrian Mountains products.

CAPTION(S):

CMC members James Raw (left) and Owain Pugh at James' Tyllwyd farm, Cwmystwyth, near Aberystwyth
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Title Annotation:Features
Publication:Daily Post (Liverpool, England)
Date:Nov 8, 2011
Words:163
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