30 November 2001

Pride on display at brand launch

THE farmer-owned Welsh Meat Company launched its own brand when Welsh rural affairs minister Carwyn Jones unveiled the new Celtic Pride logo at a reception in Cardiff Castle on Monday.

It will be used on products manufactured through joint ventures with processors, starting with the Welsh lamb sausage developed at the Welsh Food Centre in Cardiganshire.

This is being made by Oriel Jones and Son at Llanybydder, Carmarthenshire, now part of the Eire-based Dungannon Group.

The minister also announced a new contract between the WMC and the Ministry of Defence to supply 20t of lamb processed at the same abattoir, and said lamb sausages were due to go to an MoD tasting panel next week.

Jane James, manager of WMC, said the co-operative was determined to help Welsh farmers market their way out of their problems. "The Celtic Pride brand speaks for itself. It is synonymous with quality and links farmers, processors and retailers to provide better returns." &#42