Welsh Meat Promotions underperforming says NFU Cymru

Welsh red meat promotion body Hybu Cig Cymru (HCC) is underperforming, according to the NFU Cymru.

Highlighting the problems faced by the Welsh suckler herd in the Welsh Suckler Beef Production: Addressing Decline and Securing a Sustainable Future report, the union said HCC must be more effective and maximise value for money.

HCC is directly funded by a levy applied to all cattle, sheep and pigs slaughtered in Wales, paid by both producers and processors.

See also: Hybu Cig Cymru avoids shake-up following inquiry

However, with the Welsh suckler herd’s critical mass shrinking by nearly 40% over two decades to just 6,595 herds in 2023, HCC’s income has also diminished.

NFU Cymru deputy president Paul Williams told Farmers Weekly that everybody has a role to play in securing a positive future for the Welsh suckler herd.

“This means we have the right funding and budget from the government, but equally, HCC also needs adequate funding to further promote Welsh beef at home and overseas.

“It is a concern that the body seems to be slimming down in resources when we should be looking at beefing up the resources.”

Increase trade

With global beef consumption predicted to grow 11% by 2033, effective marketing and promotion are key to increasing trade in Welsh beef.

The levy body, NFU Cymru said, has a central role in investing levy payers’ money to promote Welsh beef internationally, highlighting its quality and sustainability credentials.

An HCC spokesperson rebutted the criticism, saying it had previously publicly highlighted its wide remit and that the limited levy-funded income from livestock, particularly cattle, had to be considered.

“HCC is well placed to assist should additional support be provided, and as we develop our next four-year business plan under Vision 2030, we will focus our constrained budget on the most effective, high-impact activities,” said the spokesperson.

The levy body, which has recently laid off front-line staff and experienced a significant staff departure over recent years, said it aims to focus on “more targeted priorities” and a staffing model that provides “strong impact and value for money for levy payers” as part of its future vision.

Match funding

Addressing the funding shortfall, NFU Cymru said the Welsh government should support export growth by matching levy payers’ contributions, drawing on examples from other countries such as Bord Bia in Ireland.

The Welsh government, however, said the Sustainable Farming Scheme “provides the stability and support farmers need to be more resilient, productive and sustainable, and responds to the climate and nature emergencies”.