Welsh levy body sets four-year red meat strategy

Hybu Cig Cymru (Meat Promotions Wales) has published a new strategic action plan setting out its priorities for the next four years to support the Welsh red meat industry.

The document, titled Red Meat Industry Vision: Delivering Value for Wales, was released on 10 March.

It identifies three main focus areas designed to strengthen the sector’s economic resilience, market presence and global competitiveness.

See also: Welsh Meat Promotions underperforming says NFU Cymru

The priorities include:

• Increasing the volume and value of branded Welsh red meat sales
• Developing initiatives to improve economic and environmental sustainability
• Providing proactive, evidence-based advocacy for the industry.

Hybu Cig Cymru (HCC) chairman Catherine Smith said the plan sets out the organisation’s long-term direction for the sector and supply chain.

“HCC’s vision is for a competitive, profitable, efficient and sustainable red meat industry in Wales which embraces its social and environmental responsibilities,” she said.

“The newly published ‘vision’ will act as a blueprint for HCC to support and unite all elements of our sector and supply chain – from farmers to auctioneers, processors and the wider food sector – to bring about future success and growth for our industry.

“We are committed to enhancing the sector’s reputation and competitiveness, while also delivering for levypayers, consumers and the wider Welsh society.”

Consultation 

The strategy was developed following consultation with stakeholders across the red meat supply chain, led by HCC chief executive José Peralta.

“After months of discussions and deliberations, we are excited to publish our vision for the next four years and look forward to delivering on what we have set out to achieve,” he said.

“We will be taking a collaborative approach, which will involve working with partners across the industry who are driven by a common purpose.”

Mr Peralta added that the next stage will be publishing a business plan outlining how the strategy will be delivered, with stakeholder events planned across Wales in early summer.

HCC has recently laid off front-line employees and experienced large staff departures over recent years.

NFU Cymru has previously accused the organisation of underperforming.