Hybu Cig Cymru - Meat Promotion Wales (HCC) has stated that its presence at the Royal Welsh Show will form a “key part” of its engagement work around Vision 2030.
The Vision 2030 document will set out the organisation’s direction and confirm its priorities in terms of industry support over the next four years.
The Royal Welsh Show is due to run between Monday 21st July and Thursday 24th July 2025, and the HCC stand will feature drop-in sessions and give visitors the chance to complete the Vision 2030 survey.
Held on the first morning of the Show, the HCC Breakfast will feature HCC chair Catherine Smith and Huw Irranca-Davies MS, Deputy First Minister and Cabinet Secretary for Climate Change and Rural Affairs.
The second cohort of HCC’s Meat Minds programme will be announced, as well as the winner of the HCC Scholarship 2025. These initiatives aim to work with forward-thinking and ambitious individuals within Wales’ red meat sector who are keen to develop and drive the industry forward.
HCC to host Welsh guests at its stand
HCC will invite PGI/PDO producers from the Royal Welsh Food Hall to discuss and sample an array of Welsh products and what makes them so special.
Elwen Roberts, HCC’s consumer executive, will deliver several cooking demonstrations, including one on “forgotten meats” such as lamb’s liver. This will aim to highlight HCC’s involvement in the SMART Nutrient Cymru project, which involves working with industry partners to seek new ways to maximise the use of valuable nutrients and minimise losses along the supply chain.
HCC will also welcome to the kitchen its new brand ambassador and Welsh rugby legend, Jonathan ‘Fox’ Davies; Olympic athlete, Adele Nicoll; gardener and S4C regular, Adam yn yr Ardd; singer and entertainer, the Welsh Whisperer; and children’s TV character, Hywel y Ffermwr.
Medi Jones-Jackson, HCC events executive, commented: “We are looking forward to a busy and productive time at the Royal Welsh Show, and are excited for the return of our popular cooking demonstrations. It is a fantastic opportunity to showcase the industry’s premium red meat products and provide consumers with cooking ideas and inspiration, with the help of a few famous faces!
“We would also encourage levy payers to visit our stand – located in the usual spot between the food hall and shearing centre – and support the development of Vision 2030 by simply sharing your thoughts and ideas for the industry. Your views count so do come and see us to make them heard. A warm welcome awaits.”
