Hybu Cig Cymru - Meat Promotion Wales (HCC) told its conference delegates that there are now “global growth opportunities” for Welsh red meat in new and existing marketplaces.
The conference theme was ‘Succeeding in Global and Domestic Markets’, with HCC stating that there were “exciting global growth opportunities” for Welsh Lamb and Welsh Beef products.
HCC chair Cath Smith said: “The combined content from our speakers today indicates clearly that we can expect the marketplaces that we already serve to be keen to maintain and develop our partnerships alongside new territories that will be keen to discuss ways forward to trade with us.”
HCC said it had seen a year of achievement and strong delivery, and was confident that there was more to come. Smith said HCC had driven up brand awareness and impacts on shoppers, achieving nearly 24 million views during the UK campaign and increasing Brand Awareness by 26%. Half the consumer audience had a higher regard for Welsh farmers after seeing HCC’s advertisements.
“Our hard work is paying off and Europe remains our key - and still very enthusiastic - customer.”
Cath Smith, HCC chair
The Welsh Lamb and Welsh Beef brands had built on their “strong international reputation” and broke through into new territories like Japan, the Kingdom of Saudi Arabia and the USA, while also “knocking on the door” of a number of new first-time markets.
Smith continued: “95% of our exports have traditionally gone to EU countries and, despite the domestic political turbulence of recent years, I’m pleased to say our hard work is paying off and Europe remains our key - and still very enthusiastic - customer.
“Industry leaders and Welsh Government officials have been making ‘Herculean’ efforts in recent months to find pathways to an economically, environmentally and socially sustainable future for the Welsh agricultural Industry.”
She added that the industry was “weaving together a Welsh Way of delivery” utilising the experience and the depth of knowledge of all the partners around the industry. This collaborative working from all parties in the food and farming sectors was “inspirational” and a tribute to the commitment and maturity of the participatory groups.
Cath Smith told Huw Irranca-Davies, Welsh Government’s Deputy First Minister and Cabinet Secretary for Climate Change and Rural Affairs, a keynote speaker at the event, that: “I know that the work is not yet done but I do hope we can continue this fine collegiate work to enable us to move forward together.”
HCC also highlighted its search for a new chief executive officer, which it said would “position the organisation as a role model of excellence within the sector.”
