Welsh meat promotional body HCC is to launch a print advertising campaign highlighting supply chain initiatives between Welsh red meat farmers, processors and retailers.
The trade and consumer campaign will run early next year across the UK. HCC said the campaign, for lamb and beef, was in very early stages of development.
HCC has also announced a £2.2m scheme to boost Welsh beef production and
help farmers meet the needs of an increasingly demanding marketplace. The Welsh Beef Quality Improvement Project will run for three years from January and train farmers in modern approaches to health management and breed improvement.
It will also help enterprises introduce premier genetics to herds as well as introduce performance recording.