Survey launched to shape future of Welsh red meat industry

Red meat levy board Hybu Cig Cymru (HCC) – Meat Promotion Wales – has launched an online survey this week (20 May) to gather views from levypayers and shape its 2030 strategy.

The survey marks the next phase in HCC’s development of a new strategic plan, which will guide its priorities in supporting the Welsh red meat industry over the next four years.

HCC chief executive José Peralta said: “HCC’s strategic purpose, underpinned by the Red Meat Industry (Wales) Measure 2010, comes from its vision document.

“As we look towards the culmination of the current vision, we must also plan for the next.”

See also: Senedd committee announces inquiry into HCC

Vision 2030 will address challenges faced by the sector, and HCC is seeking input to ensure the strategy reflects the needs of producers, processors and stakeholders across the supply chain.

“The survey is the next step to gather views on the industry’s challenges and priorities, and what HCC can do to support it,” said Mr Peralta.

HCC will also be engaging with levypayers in person throughout 2025, including attending events and livestock markets.

The first engagement took place this week at NSA Welsh Sheep on Wednesday (21 May) at Tregoyd Farm, Brecon.

“It is vital that stakeholders from across Wales contribute to the process so that HCC is fully informed of the complex challenges within our industry,” Mr Peralta added.

In February this year, the Senedd’s Economy, Trade and Rural Affairs committee launched an inquiry into HCC.

Over the past year, the levy board has experienced significant upheaval, including reports of a toxic work culture and the departure of key staff members.

Former chief executive Gwyn Howells stepped down in June 2024 following a year-long period of sick leave.

Further controversy emerged in December 2024, when former employees published a strongly worded letter criticising HCC’s leadership for fostering a toxic workplace environment and mishandling serious allegations of bullying.

The HCC survey will be open until Friday 25 July and can be found on the HCC website.