Hybu Cig Cymru - Meat Promotion Wales (HCC) has welcomed a trade delegation from Italy to help strengthen export relationships.
During a tour of the processing facilities at Kepak's Merthyr Tydfil site and a tour at Newton farm, a beef and sheep enterprise near Brecon, Italian delegates saw first-hand how Welsh Lamb and Welsh Beef is produced and prepared for the UK food chain and export markets such as Italy.
The visit followed industry engagement activity last year when HCC organised two events for this export market, where the trade body presented to sales team members and hosted a Gala dinner to showcase Welsh Lamb in Venice.
Spotlighting sustainability on the farm
Welcoming the delegation to their farm was the Roderick family, who farm beef and sheep in the Usk Valley near Brecon. They have a herd of 100 stabiliser cows selling finished beef as well as breeding bulls and heifers, and they run 1100 ewes.
Their aim is to maximise output from what can be sustainably produced on the farm, reducing the amount of bought in feed and fertiliser.
Richard Roderick showed the Italian lamb and beef buyers their farming system. He stated: "It was great to have the sun shining to discuss the production of lamb and beef on family farms across Wales. The Italians were impressed to hear about the natural and sustainable way livestock in Wales is reared along with enhancing biodiversity and protecting water quality."
Commenting on the visit, HCC's head of strategic marketing and connections, Laura Pickup, said: "It is always a pleasure to showcase what makes Welsh Lamb and Welsh Beef a premium product at home and abroad. Through visits like this we are able to connect our customers in crucial markets with the grass roots producers and they are able to see for themselves what makes our red meat sustainable and also experience the professional manner in which it is prepared for export."
Leighton Jones, Kepak's senior procurement management said: "Kepak was delighted to host this visit and to have the opportunity to showcase the dedication of farmers like the Roderick family in sustainably producing PGI Welsh Lamb and PGI Welsh Beef for the Kepak supply chain.
"It was also an excellent opportunity to demonstrate at first hand the recent significant investments in our state-of-the-art facilities at Kepak Merthyr."
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.
