A “FLAGSHIP” Llanidloes farmer is to be flaunted as an “aspirational producer” in the customer magazine of Luxembourg’s leading supermarket this month.

Wynne Jerman, 48, and the 600-acre Jerman family farm, Rhiwbrongelli, will feature in an aspirational producer account in the March in-store magazine of leading Luxembourg supermarket Cactus, renowned for its “quality of life” stores.

The store sold 66 tonnes of imp­orted branded PGI (Protected Geographical Indication) Welsh lamb in 2015.

The family consists of Wynne’s mother Joyce, Wynne and his wife Helen, and their five children Kerry, Daniel, Jack, Lauren and Harry.

“We do our bit to promote our products; we’re very passionate about the quality of the lamb that we produce,” said Mr Jerman.

“We’re farmers through and through; my mum is 76 and she is still milking the cows twice a day. We currently send around 2,000 lambs a year to Randall Parker Foods.”

Paul Brown, senior sales manager at Randall Parker Foods, Llanidloes, said the company had plans to widen Wynne’s promotional role.

“We will be taking Wynne to meet our buyers in France and in Italy in the near future,” said Mr Brown.

“Wynne really is a trailblazer bec­ause he has been involved in exports since the overseas market first started.

“We use his farm as a flagship for the Welsh food industry when we host international visitors and buyers.”

See this week’s south editions for the full story, in shops and online on Wednesday