6 December 2000
Farmers Fresh backs Welsh produce

By FWi staff

A LIVESTOCK export group established by farmers has unveiled a new arm to promote and market fresh Welsh produce in Europe.

Farmers Fresh Cymru was launched at the Welsh Winter Fair at Builth Wells on Tuesday (05 December) as the latest addition to the Farmers First plc portfolio.

“For some time, we have seen the opportunity for Welsh produce in Europe,” said Terry Bayliss, chairman of the group.

“This development of the market will help to secure more markets on the Continent.”

Farmers First includes Farmers Ferry, which was set up to take live lambs over to the Continent, and the Farmers Fresh, which specialises in the on-the-hook trade.

Chief executive David Owen said in the past the group had largely let the value of its produce, “in this case its Welshness”, pass up the food chain where others cashed in on it.

“Now we as producers have the chance to secure the value and ensure the rewards reach the primary producer,” he said.

He said the company had seen reduced trade in southern Europe, but trade in heavier lambs in the north was more promising, perhaps due to concerns surrounding BSE in beef.