Hybu Cig Cymru sets out vision for the Welsh red meat industry

Welsh red meat levy body, Hybu Cig Cymru (HCC), has outlined its priorities for the next four years with the publication of its strategic action plan, Red Meat Industry Vision: Delivering Value for Wales.

Commenting on the new strategic plan HCC Chair, Catherine Smith said: “HCC’s vision is for a competitive, profitable, efficient and sustainable red meat industry in Wales which embraces its social and environmental responsibilities.

“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, whilst also delivering for levy payers, consumers and the wider Welsh society.”

© Hybu Cig Cymru

The strategic plan outlines three focus areas that will support the levy body’s mission of leading and supporting the Welsh red meat industry to increase its market presence, economic resilience and global competitiveness whilst striving to have a positive environmental impact.

The focus areas announced will be to: 

• Priority 1 – Increase the volume and value of branded Welsh red meat sold: Expanding the market share of branded Welsh red meat to drive both economic growth and industry resilience.
• Priority 2 – Develop and lead the implementation of initiatives that improve economic and environmental sustainability: To ensure a prosperous and sustainable future for the Welsh red meat industry, it is imperative to balance economic performance and environmental stewardship. With a focus on maintaining and supporting the resilience, competitiveness and profitability of the industry.
• Priority 3 – Provide proactive, robust and evidence-based advocacy of the industry: In a competitive trading and evolving policy landscape, the Welsh red meat industry needs a unified voice to promote its interests, defend its reputation and engage stakeholders and policymakers.

Underpinning the strategic plan will be a four-year business plan measuring against key areas published as part of the strategy.

Developed following engagement

To prepare the strategic plan, HCC over recent months extensively engaged with levy payers, stakeholders and others within the supply chain.

This included representation from producers, processors and wider stakeholders in meetings and events, attendance at 16 livestock markets across Wales, a levy payer questionnaire and an industry call for views.  

Engagement was led by CEO José Peralta. Commenting on the strategic plan he said: “After months of discussions and deliberations, we look forward to delivering on what we have set out to achieve.

“We will be taking a collaborative approach, which will involve working with partners across the industry who are driven by a common purpose. This will ensure that we operate efficiently and effectively and remain focused on delivering meaningful outcomes.

“HCC has a wide remit, and the sector presents us with several challenges that are often beyond our control.

“However, there are also numerous opportunities that we will continue to pursue to promote our country’s iconic red meat products.” 

Delivery through collaboration

Industry wide collaboration sits at the heart of the strategic plan, with delivery dependent on close working with partners across the sector.

This collective approach is intended to ensure resources are used efficiently, activity remains focused, and progress is clearly aligned to the three priorities identified through industry engagement.

Learn more through reading the report: Red Meat Industry Vision: Delivering Value for Wales.