Hybu Cig Cymru – Meat Promotion Wales (HCC) says it is looking forward to meeting stakeholders from across the supply chain at the Royal Welsh Show.
The Show is a key event in the agricultural calendar and, says HCC, is an invaluable opportunity to discuss and debate the challenges and opportunities for the red meat sector. HCC’s stand will be a base for those discussions, and its programme of receptions, launches, talks and meetings will address industry hot topics.
The revamped stand will highlight some of the key areas that HCC is committed to deliver on behalf of levy payers, including working towards sustainability, premiumisation and trade success for the Welsh red meat sector, horizon scanning and research and development. To widen the presence across the show ground, industry insight will be shared in seminars and HCC will work with processors and retailers to judge competitions and deliver cooking demonstrations.
As usual, the HCC Breakfast will kick-start the activities featuring HCC Chair Catherine Smith and Huw Irranca-Davies MS, Cabinet Secretary for Climate Change and Rural Affairs. The HCC Scholarship reception also remains, during which the 2024 Scholarship winner will be announced.
Members of HCC’s exciting new initiative, Meat Minds, will be announced following a successful recruitment process last month. This new programme aims to work with young people involved in the red meat sector to stimulate discussion, increase understanding and cultivate connections between different links in the supply chain.
Two industry projects that HCC is delivering will be highlighted. Beef cattle farmers are encouraged to call-by every day for information about the ‘Decarbonising Welsh Beef’ project, which aims to appraise the impact of varying the age of rearing beef cattle on both economic return and greenhouse gas emissions. Welsh speaking farmers from Ceredigion, Carmarthenshire, Gwynedd and Anglesey are sought for this particular study, with benefits for those involved including free carbon audits and free financial analysis which could lead to increased profits for farming businesses.
HCC will also be launching the new AberInnovation project which will be looking at the meat quality of fresh and frozen PGI Welsh Lamb. The project builds on work previously completed by HCC in the Welsh Lamb Meat Quality Project as part of the Red Meat Development Programme, and will inform future supply chain developments and trade activities.
HCC said it also looked forward to close working with other organisations, including the Nature Friendly Farming Network (NFFN). A joint event will be held on the HCC stand on weatherproof farming, with soil health specialist Niels Corfield and Welsh farmers, Rhodri Lloyd-Williams and Aled Picton Evans who will provide practical tips on how to become more resilient to extreme weather events while increasing profits and maintaining, or even increasing productivity.
HCC’s Consumer Executive, Elwen Roberts will work with Wales YFC to judge one of their cooking competitions, deliver a live cooking demonstration for S4C and daily cooking demonstrations in partnership with M&S to celebrate their Welsh Lamb sourcing strategy.
Rachael Madeley Davies, HCC’s Head of Sustainability and Future Policy will sit on a FUW food security panel debate, and participate in a joint seminar with the YFC on ‘Securing a farming future for the next generation.’
HCC’s Laura Pickup, Head of Strategic Marketing and Connections, who will be joining a panel of judges as part of Tesco’s annual beef steak and lamb rack competition said:
“We are excited to trial a new presence at the Show this year. We may look different, but our ultimate goal will be the same. We look forward to sharing information about our latest marketing activities in the domestic and export markets, and to fighting the industry’s corner when it comes to its importance and value to the economy, and also the products’ health and sustainability credentials.
“We will be located in the same spot as usual, so come and see us and join our events, a warm welcome and a cuppa awaits.”
The following activities are scheduled (exact timings subject to change):
Monday 22 July 2024
8.00 – HCC Breakfast. A breakfast reception with HCC Chair Catherine Smith and Cabinet Secretary for Climate Change and Rural Affairs, Huw Irranca-Davies MS (*invitation only – contact the HCC press office for details).
10:00-12:00 & 14:00-16:00 – Drop-in sessions. Learn more about how you can be part of HCC’s new project on ‘Decarbonising Welsh Beef’. Funded by the ARFOR Challenge Fund.
Tuesday 23 July 2024
10:30 – A presentation and panel discussion on ‘Weatherproof Farming’ with the Nature Friendly Farming Network (NFFN). Join soil health specialist Niels Corfield, and Welsh farmers Rhodri Lloyd-Williams and Aled Picton Evans for a panel discussion and practical tips on how to become more resilient to extreme weather events, while increasing profits.
14:00 – Meat Minds meeting (*invitation only – contact HCC press office for details). HCC’s launch of our new 12-month programme designed to develop and support the red meat supply chain in Wales.
Off-stand activity:
10:00 – HCC’s Consumer Executive, Elwen Roberts judges the YFC’s cookery competition.
10:45-11:15 – HCC joins Kepak to judge the Welsh Beef Steak and Welsh Lamb Rack competition. The prize giving will take place between 1:30-1:50.
16:00 – Elwen Roberts cooking demonstration on the M&S stand.
Wednesday 24 July 2024
10:00-12:00 & 14:00-16:00 – Drop-in sessions. Learn more about how you can be part of HCC’s new project on Decarbonising Welsh Beef. Funded by the ARFOR Challenge Fund.
11:00 – PGI Welsh Lamb and Aberinnovation project launch. HCC launches a new project project to compare the meat quality of fresh and frozen PGI Welsh Lamb.
Off-stand activity:
11:30 – Elwen Roberts cooking demonstration on the S4C stand.
16:00 – Elwen Roberts cooking demonstration on the M&S stand.
Thursday 25 July 2024
10:00am – ‘Securing a Farming Future for the next generation’ – A seminar jointly organised and hosted by Wales YFC discussing the future of agriculture in Wales for the next generation.
11:00am – HCC Scholarship reception. The winner of the 2024 HCC Scholarship will be announced (*invitation only – contact HCC press office for details).
Off-stand activity:
16:00 – Elwen Roberts cooking demonstration on the M&S stand
