WALES’ Minister for Rural Affairs last week announced the upcoming appointment of a new Chair at Hybu Cig Cymru – Meat Promotion Wales (HCC).
Catherine Smith, a board member of HCC since 2017, will take over from incumbent Chair Kevin Roberts on April 1, 2021.
Catherine is a food business consultant with more than 20 years’ experience in the red meat sector in procurement, processing and manufacturing. She is also a farmer’s daughter and wife, who lives with her husband and three children on a mixed farm in Monmouthshire.
She will be the first woman to take on the role since the formation of HCC in 2003.
Lesley Griffiths, the Minister for Environment, Energy and Rural Affairs, announced the appointment on Wednesday, February 3.
The Minister said: “I would like to congratulate Catherine Smith for her upcoming appointment to the role of Chair at Hybu Cig Cymru – and would also like to thank outgoing Chair Kevin Roberts for all his work in the role.
“Catherine brings a wealth of experience to the role, having worked within the red meat supply chain for two decades and served as a board member since 2017.
“I am very pleased to be able to announce Catherine as the incoming Chair, particularly given she will be the first woman to come into the role – and I hope her appointment reflects wider trends in business across Wales, especially within the agricultural sector.
“She comes into the role at an especially difficult time, with the red meat sector responding both to the challenges posed by the Covid-19 pandemic, and the complexity brought about as a result of the recent end of the EU transition period.”
Catherine said “Having grown up in a farming family, and worked in the food sector for twenty years, I’m very proud to be appointed as Chair of Hybu Cig Cymru.
“My priority will be to deliver for our levy-payers; farmers and processors. This will mean building our red meat brands using inventive and effective marketing, helping our industry to be as profitable as possible, and aiming to lead the world in terms of quality and sustainability.
“HCC has responded to the challenges of EU transition and the Covid-19 pandemic with flexibility, determination and innovation. Building on these strengths the organisation will continue to deliver on the priorities set out in Vision 2025 and support the industry to build its profitability and resilience whilst working closely with Welsh Government and all stakeholders within the supply chain.”
Kevin Roberts, outgoing Chair of HCC, said: “The past few years have certainly had their challenges from issues outside our control.
“I’m proud of the way HCC has responded, growing exports of Welsh Lamb and Welsh Beef significantly despite the uncertainty of Brexit, and playing its part in driving a major growth in domestic retail sales to help both farmers and consumers during the COVID pandemic. This has come about with the help of a lot of hard work from Gwyn Howells and his team of staff.
“I wish Catherine well in taking over as Chair during the next exciting period for our sector. Some uncertainties remain, but as we look to the future our brands are very strong; we’re offering what consumers want – high-quality food, traceable right back to the farm, and world-leading credentials in terms of environmental and welfare standards.”
NFU Cymru President John Davies said: “I’d like to congratulate Catherine Smith on her appointment as the new Chair of HCC and thank Kevin Roberts for his work and leadership over the past four years.
“Catherine will be taking over at a pivotal time for the red meat sector in Wales as we seek a global market for our products, following our departure from the EU. Welsh red meat is a world-leader in both its quality and sustainability credentials and marketing these strengths, to a global audience, in new and innovative ways, must be a priority for the board.
“Covid-19 has presented unique challenges but also huge opportunities for our products. Consumers’ favourability towards the agricultural industry has never been higher and the pandemic has brought into sharp focus the need for a constant supply of high-quality food to our customers. As we leave the CAP and design new policies made here in Wales, we need to ensure that we develop a comprehensive food and farming policy. This policy must have an ambition for growth that allows us to capitalise on these great credentials in both our domestic and export markets, in order to deliver a vibrant and prosperous future for everyone involved in the red meat sector in Wales.
“I would like to thank Kevin for his sterling work on behalf of the Welsh red meat industry, being at the helm of the HCC board at a time of unprecedented uncertainty brought upon by Brexit. Throughout his time with HCC Kevin has overseen the publication of the organisation’s Vision 2025 strategy and just recently the Welsh Way document, a strong and robust evidence base to further build our sector as a global leader in sustainability.
“We look forward to working closely with Catherine to ensure HCC delivers for levy-payers across Wales.”
Economic value of red meat sector rises
HE VALUE of the iconic beef, lamb and pork sectors to the Welsh economy rose in 2020, as consumers turned to local, sustainable, quality food during the COVID pandemic, according to analysis by Hybu Cig Cymru – Meat Promotion Wales (HCC).New figures from the Welsh Government ‘Aggregate Agricultural Output and Income’ report show that the total value of agricultural output in Wales for 2020 is projected to stand at £1.7billion – a 6.2% (or £99 million) increase on the provisional figure for 2019.
Cattle and sheep account for 44% of this total at £750million; the highest proportion recorded since 2016. The agricultural output value for Wales’s pig sector also increased (by 34.3% or £2 million) to a value of £8 million.
The figures reflect the strength of the livestock sector in Wales and sit in contrast to Total Income From Farming (TIFF) figures for the UK as a whole newly released by Defra. Although the TIFF figures are a different form of measuring farm production, the UK data concurs that the livestock sector has had a strong year, but in other parts of Britain, this was more than offset by poor harvests in the arable sector.
Demand for beef and lamb have been strong in the domestic retail market since the immediate aftermath of the first COVID lockdown in spring 2020. After initial market volatility, marketing campaigns by HCC and other bodies encouraged consumers to recreate restaurant meals at home.
Over the past 12 months, domestic retail sales of lamb and beef have trended consistently higher, with spending on lamb 20% higher than the previous year. Sales at independent high street butchers are also strong.
Research shows many demographic groups, including families with children, buying more beef and lamb than previously, and turning to quality home-grown produce.
HCC Data Analyst Glesni Phillips said, “The strong demand for red meat from the domestic consumer has helped drive market prices for beef and lamb at Welsh livestock markets in the second half of 2020 and into the early months of 2021.
“It’s no surprise, therefore, to see that the overall value of the industry is projected to have grown. We have seen inflation in the costs on farmers, which offset some of the gains from improved market price; however, it’s heartening to see consumers’ support for quality Welsh produce.“Welsh Lamb and Welsh Beef remain key drivers of our rural economy, and given their excellent brand reputation, they act as flagship products for the growing Welsh food and drink sector.”Further analysis of the aggregate output and income figures for Welsh farms are available in HCC’s latest monthly market bulletin.
Ian Rickman: 2021 is a critical year for Wales’ farming future
THE INCREASINGLY negative narrative around livestock farming and its portrayed impact on the environment and climate change has led to farmers in Wales standing up to tell their stories and highlight the positive impact livestock farming has.
Through the Farmers’ Union of Wales’ campaign ‘Guardians of the Welsh Land’, farmers are addressing misleading claims by various groups about the role livestock farming plays in relation to climate change and the environment. Launching the campaign, FUW Deputy President Ian Rickman said: “The FUW has consistently recognised the threat represented by climate change and the need to take action. This is clear from a cursory look at our manifestos and policy documents published over the past twenty years.
“We know that farming is already responsible for a critical carbon resource in soils, woodland and semi-natural habitats and I’m pleased to launch the FUW’s environment campaign – ‘Guardians of the Welsh Land’ from my home farm here in Carmarthenshire today. As farmers are the most trusted link in the supply chain, they are best placed to communicate their stories, helping to address consumer concerns and influencing political agendas. Members can also look forward to a variety of webinars over the coming months, which will focus on the different challenges ahead for the industry and how to overcome them.
“There is no question in our mind that we need to counteract the continuation by the anti-farming lobby of their campaign to vilify and belittle domestic food producers. These attacks are corrosive and grossly misleading, negatively influencing consumer perception of the industry and influencing political agendas on a global scale.”
Mr Rickman added that 2021 is an important year for these types of conversations.
“Knocking on our door are the United Nations Food Systems Summit and COP26. The FUW has been engaging with these conversations at an international level and shares some concerns with other industries across the globe about the wider narrative and ambitions set out in inconspicuous looking documents. Plans, we and the general public don’t support. Telling the positive story of the guardians of our Welsh land is now more important than ever,” he said.
Starting in the first week of June, the campaign introduces four farmers all of whom tell the story of how they are addressing environmental and climate change needs in their unique ways: Carmarthenshire organic sheep farmer Phil Jones, the Roberts family from Meirionnydd, Ceredigion dairy farmers Lyn and Lowri Thomas and FUW President Glyn Roberts who farms with his daughter Beca at Dylasau Uchaf in Snowdonia.
“The campaign will further highlight that Welsh farmers are rising to the challenge of improving soil health and increasing organic matter in soils, improvements which represent further opportunities for sequestering more carbon. These improvements, the campaign will highlight, are achieved through specific livestock grazing patterns and rest periods. The campaign is also clear that the correct options, guidance and rewards are required to encourage more farmers to adopt such systems,” said Mr Rickman.
Soil, the campaign will stress, is a long term investment and at present, around 410 million tonnes of carbon is stored in Welsh soils and 75,700 hectares of Wales’ woodland (25%) is on farmland, representing an important and growing carbon sink.
“As acknowledged in Natural Resources Wales’ State of Natural Resources Report, using land for food production is an essential part of natural resource use and management. Whilst we acknowledge that agricultural intensification has undeniably had negative impacts on some species and ecosystems, there is overwhelming evidence that other factors, including reductions in agricultural activity and afforestation, have also had severe negative impacts,” he added.
Excellent Easter for lamb sales
Lamb proved a popular choice for consumers over Easter with retail sales soaring above the last two years. This demand has been reflected at livestock markets where farmgate prices are still standing strong.
At a time when lamb is always a firm favourite, this year people of all ages were both buying and spending more as a result of a renewed interest in sourcing quality, local produce and cooking at home.
In the 12 weeks to 18 April 2021, the total volume purchased was up 14.8% on the year, and 6.0% higher than in 2019. Consumer spend on lamb reached £190.0 million, which was 18.7% more than in 2020 and 14.6% higher than the same period in 2019.
Lamb leg roasting joints were the most sought-after cuts despite the fact that Covid-19 restrictions on large gatherings remained, followed by chops and mince.
Hybu Cig Cymru – Meat Promotion Wales’ (HCC) Data Analyst, Glesni Phillips said: “Lamb performed exceptionally well over the Easter period this year. It saw a 10.2% increase in the number of buyers engaging with the product and a rise of 3.3% in the frequency of which lamb was bought.
“The average price of lamb was also higher, but this obviously did not deter new buyers. The figures show that there are new buyers in all age categories, but this is especially true for shoppers aged under 45 years and those with children.
“The pandemic has led to more consumers cooking at home, giving many the opportunity to realise and enjoy the exceptional qualities and versatility of Welsh Lamb, and at the same time, support the local economy.”
Butchers also benefitted from the popularity of lamb in the run-up to Easter with total spend increasing by 16.1% on the year. The volume sold also increased, by 12.6%.
Glesni Phillips added: “As we approach the end of Spring, the consumer demand for lamb is continuing. This can be seen in the liveweight lamb prices which remain strong when compared to historical averages, with the average SQQ in Wales standing at 329.7p/kg in Wales for the week ending 15 May 2021.
“New season lambs are now entering the market – they accounted for over 70% of lambs at auction in Wales during the latest week – but the supply is still relatively tight. HCC is looking forward to working with retailers over the coming months on new activity, which will include in-store marketing, press and targeted digital communication to maintain this growth in sales. Butchers, who demonstrated their key role in the community during the pandemic, will also be offered training on a number of key skills to boost their sales even further.”
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