Hybu Cig Cymru – Meat Promotion Wales (HCC) is now ten years old and in that time has brought together farmers, processors and retailers to develop and grow the Welsh red meat brands. Over that time it has injected over £115m into the Welsh economy, according to a new report.

The report, Flying the Flag, is an independent paper examining HCC’s impact since 2003 provides details of how the agency has gone about its promotional strategy.

Speaking at a celebratory dinner at the Wales Millennium Centre in Cardiff, First Minister Carwyn Jones said: “One of the reasons that Welsh Lamb and Welsh Beef have been so successful in these overseas markets, parat from their superior taste and quality, is the fact that both have PGI status from the European Commission. PGI is seen as a mark of quality in many countries outside Europe.”

HCC Chairman Dai Davies said there had been several notable achievements.“Here in the UK, HCC’s campaigns have resulted in Welsh Lamb becoming the most recognisable lamb brand among consumers,” he said. “HCC has also succeeded in ensuring that Welsh health authorities only serve PGI Welsh Beef, and that many local authorities only put PGI Welsh Lamb and PGI Welsh Beef on their menus.

“HCC has worked closely with farmers and processors, targeting key challenges facing the industry to improve productivity and therefore the quality of the products produced.

“We have cooperated with both independent butchers and multiples to promote Welsh Lamb and Welsh Beef, and HCC has been active with the tourism industry in encouraging the hospitality sector to make greater use of food provenance on their menus.

“Health and education haven’t been left out. Two cookbooks encouraging primary school children to take an active role in the kitchen and emphasising the importance of a balanced diet for a healthy lifestyle have been produced and distributed to more than 70,000 children.

“A similar book but aimed at students has so far been distributed to more than 25,000 young adults across Wales. And the role of red meat in a healthy diet has been the subject of numerous seminars with health professionals,” said Mr Davies.

To view the report click here http://hccmpw.org.uk/publications/corporate/10thAnniversaryReview/

This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.