Young hill farmer features in £250,000 HCC campaign

Young hill farmer features in £250,000 HCC campaign

A young farmer from the Ceiriog valley in Wales is starring in a nationwide campaign promoting PGI Welsh Lamb and Welsh Beef.

Caryl Hughes filming HCC’s new adverts on her farm in the Ceiriog valley

Caryl Hughes, who farms in partnership with her family near Llanarmon Dyffryn Ceiriog, features in Hybu Cig Cymru – Meat Promotion Wales (HCC)’s latest campaign.

The £250,000 campaign was announced in November 2019 by HCC chair Kevin Roberts at the annual HCC Conference and will focus on Welsh red meat’s sustainable qualities. The campaign will include radio and tv advertising, on-demand tv advertising, and print and media partnerships. It will also feature core messages around Wales’ sustainable red meat production focusing on elements such as landscape, climate and water usage.

The television advert sees Hughes at home on her farm in Ceiriog valley and displays the dramatic landscapes and natural surroundings where she rears her own flock.

Commenting on the campaign, Hughes said: “Like most Welsh sheep and beef farmers, I am very proud of our industry, the food we produce and how we produce it. I’m very pleased to be involved in this campaign promoting exactly that.”

HCC’s market development manager, Rhys Llywelyn, added: “We wanted the real, authentic voices of Welsh farming to star in this campaign to show the real picture of Welsh red meat production.

“Caryl’s knowledge, passion and experience are undeniable, and she is a very credible ambassador for our industry and produce. We’re sure viewers and consumers at home will find Caryl very relatable and engaging in this advert.”

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