Quality and not price will be the driving force behind Welsh meat according to Gwyn Howells, chief executive of the new Welsh red meat promotion body Hybu Cig Cymru.
He said HCC/Meat Promotion Wales recognised that Welsh meat producers would never be able to beat countries with better economies of scale purely on price.
Instead, HCC, recently devolved from the MLC, would build on Welsh meat’s reputation for quality, setting Welsh meat up as a quality-assured brand, he said.
New branding and logos for Welsh lamb, Welsh beef and Welsh pork were unveiled at the Royal Welsh Show in Builth Wells as HCC was officially launched on Monday. The logos would help shoppers pick out Welsh meat in retail outlets, added Howells.
HCC would also develop the foodservice market for Welsh meat, and export markets to England and continental Europe, he said. “HCC’s goal is to provide and sustain profitable markets for Welsh red meat, and develop assurance in all elements of the supply chain.”
The new Welsh body will also work towards improving supply chain efficiency and cost effectiveness. It has total funding of £5.5m for the first year, made up of levies, provided through the MLC, combined with a Welsh Development Agency grant.
It draws together Welsh meat promotional bodies including MLC Cymru, the Farmers’ Union of Wales, Welsh Lamb and Beef Promotions and the Welsh Development Agency.
HCC chairman Rees Roberts said at the launch: “Now we have one clear voice - and I can assure you that it’s not a quiet one.
“This essential shift of status will prove to be highly valuable to the Welsh agricultural industry in the months to come.”
Anne Bruce
He said HCC/Meat Promotion Wales recognised that Welsh meat producers would never be able to beat countries with better economies of scale purely on price.
Instead, HCC, recently devolved from the MLC, would build on Welsh meat’s reputation for quality, setting Welsh meat up as a quality-assured brand, he said.
New branding and logos for Welsh lamb, Welsh beef and Welsh pork were unveiled at the Royal Welsh Show in Builth Wells as HCC was officially launched on Monday. The logos would help shoppers pick out Welsh meat in retail outlets, added Howells.
HCC would also develop the foodservice market for Welsh meat, and export markets to England and continental Europe, he said. “HCC’s goal is to provide and sustain profitable markets for Welsh red meat, and develop assurance in all elements of the supply chain.”
The new Welsh body will also work towards improving supply chain efficiency and cost effectiveness. It has total funding of £5.5m for the first year, made up of levies, provided through the MLC, combined with a Welsh Development Agency grant.
It draws together Welsh meat promotional bodies including MLC Cymru, the Farmers’ Union of Wales, Welsh Lamb and Beef Promotions and the Welsh Development Agency.
HCC chairman Rees Roberts said at the launch: “Now we have one clear voice - and I can assure you that it’s not a quiet one.
“This essential shift of status will prove to be highly valuable to the Welsh agricultural industry in the months to come.”
Anne Bruce
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