Products will be made under licence by established processors Welsh polish their act with Celtic Pride brand Celtic Pride is the brand name chosen by farmer co-operative The Welsh Meat Company for its beef and lamb range. Inaugural products including lamb sausage were officially launched on Monday by Welsh rural affairs Minister Carwyn Jones at a ceremony at Cardiff Castle. The event highlighted the political backing and public sector financial support for the co-operative, founded after a strategic review of the principality's hard pressed livestock and meat sectors in 1999 concluded there was a need for better integration of production, processing and marketing. Despite the high reputation of Welsh lamb in England and some Continental markets, livestock and meat industry leaders in Wales have long believed more sophisticated logistics and marketing are necessary to keep pace with their competitors in Scotland and Ireland. The creation of the WMC is part of an attempt to improve the commercial infrastructure. The WMC owns the Celtic Pride brand but products will be made under licence by established processors through joint ventures. The first is with Oriel Jones, one of the best known names in the Welsh meat industry (though, ironically, now part of The Dungannon Group). The lamb sausage will be followed by a stream of new products including two beef sausages, BBQ and Welsh Red Mustard, bite size lamb morsels and a selection of main meal snacks' combining lamb and beef with pasta and savoury sauces. {{MEAT }}