Annual report 2017-18 Introduction

Hybu Cig Cymru-Meat Promotion Wales (HCC) we meet consumers and offer them a chance to is the strategic body for the promotion and try samples of Welsh Lamb and Welsh Beef, and development of the Welsh red meat industry encourage them to buy from their retailer to and its mission is to develop profitable and enjoy at home. sustainable markets for the benefit of all stakeholders in the supply chain in Wales. In other countries, demand for Welsh Lamb and Welsh Beef is growing and it is HCC’s role to HCC represents the interests of more than 50,000 develop existing markets and help access new people and thousands of businesses in the markets for Welsh red meat. Welsh red meat industry through a programme of activities to add value, inform and raise awareness of our quality products.

HCC undertakes research and development, shares information and supports training relevant to each part of the supply chain, to ensure the Welsh red meat industry is in a position to improve quality, increase cost-effectiveness and add value to Welsh red meat products across the whole of our industry.

The compelling narrative behind Welsh red meat is second to none in the world. Welsh Lamb and Welsh Beef brands’ prized European Union Protected Geographical Indication (PGI) status and its associated audited traceability confirms Welsh red meat’s sourcing from some of the most beautiful, wild and natural landscapes in the world. Here, Welsh farmers diligently tend their flocks and herds, investing daily in the high standard premium products that supply retailers at home and aboard. We support the export of Welsh red meat through HCC portrays this great production story in market research, publicity materials and meeting the global marketplace by developing and with importers. We support inward missions to strengthening business opportunities for all bring importers, retailers, suppliers and food writers Welsh red meat stakeholders. At home, HCC works to Wales from abroad to promote the Welsh red with multiple retailers, independent butchers meat industry and the benefits for their business of and foodservice providers undertaking regular purchasing Welsh Lamb and Welsh Beef. promotional programmes for PGI Welsh Lamb, PGI Welsh Beef and pork from Wales. We also travel with Welsh red meat exporters to increase sales in countries that already HCC promotes Welsh Lamb and Welsh Beef with import Welsh Lamb and Welsh Beef and explore integrated advertising campaigns targeted at key potential new markets. markets. HCC attends events across Wales and England engaging with members of the public HCC is the industry’s “Knowledge House”; the to promote the unique qualities of Welsh Lamb, centrepoint of information gathering and Welsh Beef and pork from Wales. At the events dissemination to target audiences across the industry and government. It exchanges HCC has a legal responsibility to act as information and knowledge and informs decision guardians of the PGI Welsh Lamb and PGI Welsh makers so that they are aware of the impact of Beef designations and in order to fulfil its current and future government policies on the responsibilities and to ensure that the integrity red meat industry. of the designations are protected, HCC has implemented a verification scheme for abattoirs HCC also informs levy-payers, stakeholders and and cutting plants. This scheme provides for the Welsh public at large about the positive strict control and monitoring to ensure that only contribution of the red meat industry to Wales’ lamb and beef which meet the specifications is society and economy and of HCC’s role in labelled as Welsh. promoting and developing the industry. Control and monitoring throughout the rest of HCC is in regular contact with key health, the supply chain is undertaken by local authority nutritional and education specialists and provide Trading Standards Officers. This ensures that only support and materials where we can to aid their lamb and beef which meet the specifications is work where it involves subject material to do sold to consumers as Welsh. with red meat preparation and consumption. Education resources are available on the HCC • Born and reared in Wales; Trade website. • Fully traceable; and • Slaughtered and processed in an HCC approved abattoir / cutting plant.

A list of HCC approved abattoirs and cutting plants for use of the PGI Welsh Lamb / PGI Welsh Beef designations can be viewed on the HCC website.

In this twelve month period, HCC were in advanced discussions to create a landmark new partnership with a world leading technology company that was set to underpin traceability, HCC acts as the guardian of the PGI Welsh Lamb the first initiative of its kind for a PGI product. and PGI Welsh Beef brands, delivering consumer campaigns and promotional activities that raise This technology analyses trace elements and awareness of and demand for Welsh Lamb and isotopes which animals absorb from their natural Welsh Beef on a global scale. environment and the grass and water that they consume, to establish a distinctive Welsh Welsh Lamb and Welsh Beef were granted ‘fingerprint of origin’. Its techniques are highly- Protected Geographical Indication (PGI) status respected in a variety of industries, including by the European Commission in July 2003 and food, textiles and pharmaceuticals. November 2002 respectively and HCC considers the status of PGI to be of enormous economic An agreement confirming the new arrangement importance to the Welsh red meat industry, as it was set to be announced in the summer of 2018. identifies the origin and unique qualities of both Welsh Lamb and Welsh Beef. 2017-18 Headlines

Brexit and Future Vision farmers for the premium meat that they produced. There was a clear potential for red meat to lead Brexit dominated the industry’s political the growth of the Welsh food and drink sector agenda for the whole of the twelve months in which is our country’s biggest manufacturing question. Severe concerns were raised by Hybu industry. PGI Welsh Lamb and PGI Welsh Beef Cig Cymru’s Board of Directors during the year were the nation’s most recognisable brands and over the possible impacts of a “no deal” Brexit in our vital markets in England and overseas they and the need for the negotiations between the were flagship products, symbols of Welsh quality Westminster Government and the European and provenance. Union to enable the red meat industry in Wales to achieve unfettered access to the European Union marketplace.

The EU marketplace has become a vital commercial destination that has been nurtured and developed over decades with considerable investment which had made it a home for a third of all PGI Welsh Lamb produced. Evidence showed that the farm gate price increased as exports expanded and exports also allowed access to better markets for offals, skins and hides.

In his opening speech to HCC’s Annual Conference In this year, work also included a substantial at the Vale Resort, near Cardiff, in November, amount of stakeholder activity regarding Brexit, Chairman Kevin Roberts outlined how exports with regular briefings issued and representations could help deliver a prosperous future for Welsh made to government and officials who were red meat; but only if the “bump in the road” of involved in dealing with the process. Brexit could be successfully negotiated. HCC attended and inputted into the UK Livestock He said there was a substantial global growth in Brexit Group which met on a monthly basis. The meat consumption by an emerging middle class. group was comprised of industry organisations There were premium markets for foods that could and governments across all devolved countries. demonstrate their quality and provenance. Delegates from Defra’s policy team attended the meetings to give an update on the latest Hybu Cig Cymru Chief Executive Gwyn Howells negotiation developments and potential trade gave evidence on the post-Brexit future of Welsh implications. agriculture to the House of Commons Welsh Affairs Committee of MPs. He emphasised that At the first two of the scheduled four joint levy while farming may appear a relatively small board meetings with AHDB, HCC presented part of the UK economy as a whole, it was of on the possible impact of various EU Exit vital importance to the economy, culture and scenarios on the agricultural sector in Wales. The communities of Wales. information within the presentations highlighted the importance of having market access and He said HCC was partnering with Welsh a favourable domestic agricultural policy and Government and processors to do even more to support for Welsh red meat producers. One of the boost overseas trade, and secure good returns for key findings from the scenario work is that the top 25 per cent of farms (in terms of their output/ HCC met regarding proposals for food name input ratios) were shown to be in a far stronger protection after Brexit and then continued its position to cope with the changes associated involvement in discussions and negotiations. with EU Exit. Throughout Defra indicated it felt the issue was solvable via passing UK legislation without HCC had active participation in all Welsh reference to Brexit and trade (a solution based on Government / industry Brexit subgroups during the existing precedent of PGI Colombian Coffee) the period, focussing on Land Use Policies; and anticipated arrangements would be put in Evidence and Scenarios; Trade; and Regulation. place for a seamless transition in Spring 2019.

HCC expressed its view that the continuation of PGI status was vital for its long term – and, to date, very successful – marketing strategy for premiumisation of Welsh red meat products. HCC also raised, at several meeting opportunities, its concerns that the future of PGI status must not be dependent on the outcome of wider Brexit negotiations or that such an important commercial and marketing issue should become part of the wider process of political negotiation with the EU.

Against this post-referendum backdrop, HCC, in consultation with the red meat supply chain and the Welsh Government, began the development of its new forward-looking strategy, Vision 2025. Described as a “bold and confident prospectus for Each sub-group comprised of key organisations the future of Welsh livestock farming” it would be operating within the agriculture sector, meeting a strategic route map for how the red meat sector every three weeks. Outputs from the meetings could respond to global challenges and continue informed Cabinet Secretary’s main Roundtable to lead the growth of the Welsh food industry. Group and the Groups developed papers to inform future policy direction. Work on the preliminary document emphasised that it would argue for the retention of a critical A factual briefing on Trade and Brexit was mass of production capable of supporting a compiled and circulated to all General Election supply chain which would continue to work to the candidates of major parties; follow-up queries highest quality standards and employ thousands were answered. across Wales in the post-Brexit years.

HCC participated in the International Meat Underpinning the work was firm evidence that Secretariat (IMS) Economics Conference in the strong, iconic Welsh Lamb and Welsh Beef May that looked at the importance of trade brands, worth millions in exports, could continue and current barriers that exist within a global to drive and support Welsh Government’s perspective. There were over 60 conference fundamental food and drink strategy while participants representing 23 countries. helping it to open markets for other Welsh foods. Work on the document was nearing completion as the year ended and it would be a product of an intensive period of work by HCC’s Board of Directors, reflecting industry input, research on the position of the brands, trends within the industry and global consumption patterns.

Vision 2025 would further argue that a sophisticated, targeted export drive could build a sustainable demand in future years, largely by capitalising on markets with growing red meat consumption in both the developed world and emerging economies and then exploiting In early 2018, the Cabinet Secretary for Energy, identified niche opportunities that exist globally Planning and Rural Affairs, Lesley Griffiths, for one of the world’s leading premium brands. approved the latest annual monitoring report of the red meat sector and confirmed the meeting of However, to maximise such delivery, HCC’s the goals set out in the industry-wide plan. The leadership and work was needed now more vast majority of HCC’s targets and outputs within than ever and HCC would stand ready to lead the Plan were met and delivered in this period. an industry united in its goal of a profitable, sustainable red meat sector which is at the heart Statistics showed that the total summer sheep of Wales’s food industry strategy, its post-Brexit population in Wales passed the 10 million mark economy and its thriving communities. for the first time since the turn of the century. The results of the Agricultural Survey – the census of farms in Britain which has produced Industry data since 1867 – were released by the Welsh Government at the end of November. The Strategic Action Plan for the Welsh Red Meat Industry had been developed prior to this Sheep numbers in Wales, which declined after financial year by HCC, in close consultation with the end of headage payments at the beginning of the Welsh red meat industry and the Welsh this century, have been moving upwards in recent Government. years. By June 2017 the figure had once again broken through the 10 million barrier, with Wales The plan sets a range of targets to grow the accounting for nearly a third of the British sheep sector in two main areas:- increasing sales flock. revenue from lamb, beef and pork from Wales; and improving on-farm output within the sector. While the total numbers of beef cows that had calved fell marginally on the year, there were The Action Plan’s overall goal is to create an significantly higher numbers of young female efficient and sustainable red meat industry beef cattle. This suggested that there is scope for which benefits the people of Wales, capable an expanding Welsh beef herd over the coming of responding competitively to ever-changing years, raising the possibility that farmers may be market needs, but is designed to be flexible as a looking to diversify their businesses and spread range of external factors impacts on the outlook their risks. for the sector. Marketing a range of activities to celebrate Welsh Lamb is at its peak seasonality, including Welsh Lamb At home, HCC worked throughout the year with the demonstrations in AGA stores throughout the UK UK’s butchers and supermarkets who sell Welsh in a special brand partnership. red meat to develop strategies for promoting Welsh red meat and increasing the visibility of HCC also launched an exciting new You Tube the brands, which is done through promotional recipe channel, Meat Me in the Kitchen, which activities such as on-pack promotion and included a range of versatile and quick dishes competitions as well as point of sale materials. using Welsh Lamb, Welsh Beef and pork.

The diverse Welsh Lamb recipes on the channel demonstrated how versatile lamb can be in a range of stress-free meals. The videos, available in both English and Welsh, are ideal for following on smartphones and tablets.

The UK foodservice sector is an important market for Welsh red meat. HCC carried out market research to identify new opportunities to sell Welsh red meat. HCC also works with foodservice suppliers to ensure that Welsh red meat is correctly labelled and marketed to hotels, restaurants and caterers.

As well as working directly with foodservice suppliers, HCC met with local authorities, event organisers and public sector bodies in Wales to encourage them to buy Welsh Lamb and Welsh Initiatives for retailers such as the ‘Welsh Lamb Beef. This is supported by increasing awareness of and Welsh Beef Butchers’ Club’, which saw good Welsh red meat through promotional activities. membership during the year, aims to help Welsh butchers that sell PGI Welsh Lamb and PGI Welsh It was announced in October that Hybu Cig Cymru Beef. – Meat Promotion Wales would be awarded £1.5 million over three years to focus on exports New sets of seasonal merchandise arrived at by Welsh Government Cabinet Secretary for butcher’s shops across the country during the Environment and Rural Affairs, Lesley Griffiths AM. twelve months. Over 220 members of HCC’s The announcement was made during the HCC Butchers’ Club received exclusive point-of-sale reception at Anuga in Cologne, the world’s largest (POS) kits, which include posters and recipe food tradeshow. leaflets, to support the summer and autumn marketing campaign for PGI Welsh Lamb. The funding was to commence in April 2018 and would provide a major boost to HCC’s efforts on Materials were also issued to coincide with Love behalf of the Welsh red meat industry to retain Lamb Week, which took place between the 1st its vital European markets during the uncertainty and 7th of September, and celebrated ‘all things of the next three years while at the same time lamb’ this year marking the campaign’s third growing new business outside the European year of operation and Hybu Cig Cymru hosted Union. Early in 2018, the latest UK trade figures were released and showed that 2017 was a bumper year for lamb exports.

Export data from HMRC showed that the volume of sheepmeat exported was up by 14% over 2016, totalling 89,000 tonnes excluding offal and skins. The figures represent the UK-wide picture, but Wales is a major component of the success story. Wales is home to around a third of the British sheep industry and premium exports are driven by the iconic PGI Welsh Lamb brand.

The value of this business to the UK was over £384 million, rising from £302 million in 2015 and £327 million in 2016. The statistics reveal major increases The programme also helped to secure a range in the volume of lamb exported to a number of of existing business, including £13 million of countries including Germany (up 25%), Belgium (up combined exports to France, Spain and the 16%), Italy (up 13%) and Denmark (up 13%). United Arab Emirates, raised awareness of the PGI Welsh Lamb and PGI Welsh Beef brands among While there were increases in exports to several consumers, supported a presence for exporters at non-EU markets such as Hong Kong, Switzerland key trade fairs, and helped host inward missions and Canada, the European Union is still the to Wales by chefs and journalists. destination for nearly 94% of the lamb exported from Britain. New ring-fenced Levy fund Increased export levels were helped by a competitive currency rate and the ability to trade The red meat levy bodies in England, Scotland without tariffs across a continent of 500 million and Wales announced in February a major consumers. programme of joint activities to be paid for by a ring-fenced fund of £2 million of AHDB red meat During the twelve months, HCC completed levies. analysis of the impacts of a three-year programme to promote PGI Welsh Lamb in a An agreement by Hybu Cig Cymru, the Agriculture number of key overseas markets. It revealed the and Horticulture Development Board (AHDB) and Welsh Government investment of £1.2 million Quality Meat Scotland (QMS) would see a range supported export activities and resulted in over of activity delivered in a three-way collaboration £38 million of new and safeguarded business for starting in 2018-19. This had been developed PGI Welsh Lamb and PGI Welsh Beef. as an interim arrangement while a long-term solution was sought on the issue of levies being Among the new business secured in emerging collected at point of slaughter in England for markets was almost £11 million of new exports animals which have been reared in Scotland or to Scandinavia, £4 million of additional business Wales. in Italy, and £1.5 million in extra business in new and developing markets for PGI Welsh Lamb such The agreement followed 12 months of talks as Hong Kong, Switzerland and Canada. between the three bodies after the parameters of the fund were set out by Ministers early in Following a public appointments process led 2017. This established that AHDB would set by Welsh Government, a new Board of Directors, aside a ring-fenced sum of £2 million to support under the Chairmanship of Kevin Roberts, a programme of activities benefitting cattle, was appointed, sharing between them a wide sheep and pig levy payers in Scotland, Wales and experience in agriculture, processing, food England. marketing and retail.

The issue of the loss of levy income to the Welsh Mr. Roberts was Director General at the Meat red meat industry had been a concern for Wales’ and Livestock Commission from 2002 until levypayers for several years. It was advised that 2007, when he worked with Government to a permanent solution would require legislation, amalgamate all non-devolved agricultural whereas this interim arrangement would allow levy boards into a new single body called the greater value for money and accountability for Agriculture and Horticulture Development Board Welsh levy-payers. (AHDB). Subsequently, he became the first Chief Executive of AHDB, and then joined the NFU as The levy bodies agreed that the new joint fund Director General and held this post until 2013. would focus on five priority areas: Hybu Cig Cymru Chief Executive, Gwyn Howells, • International shows and export events heads up the HCC Management Team. In September, HCC appointed John Richards as the • Market access new head of its Industry Development team. • Brexit preparation He joins fellow Management Team members • Meat and health, animal health and environment Rhys Llewelyn (Market Development), Bryan • Research Regan (Corporate Services) and Owen Roberts (Communications). The ring-fenced fund would boost the international presence and access for meat from Britain in key overseas markets with particular Staff and Board focus on preparing the red meat sector for the potential challenges and opportunities that are The Board of Directors from April 2017 were: likely to follow Brexit. Gareth Wynn Davies on appointment was Chair In the meat and health, animal health and of Celtic Pride Ltd and Chair of the Federation of environment category, the three organisations Welsh Grassland Societies. He has since become would concentrate on collaborating on positive Chief Executive Designate at Wynnstay Group plc. messaging to counteract negative messages. Huw Davies is a farmer on the Dolaucothi The new fund enabled a broader work base to Estate in Carmarthenshire and past Chair of the take place in association with the £1.2m export Ruminants Standing Committee of the Great fund announced by the Welsh Government’s Britain Farm Animal Welfare Committee (FAWC). Environment and Rural Affairs Cabinet Secretary He was an appointee on the NFU national to allow HCC to work on several fronts at once Livestock Board and a Non-Executive Director – the UK market, existing European countries of the National Fallen Stock Company and runs where its brands were well known and new a successful facilitation business, with clients at opportunities further afield. home and overseas. John T Davies farms 350 acres in partnership College, Oriel Jones Ltd, as Trade Development with his son and wife at Eglwyswrw, in North Executive for the WDA Food Directorate, Pembrokeshire. John has been Chairman of the Regional Executive for Farming Connect, and Board of Directors of the Royal Welsh Agricultural Regional Agri-Food Manager for the Welsh Society since 2013 and was awarded Fellowship Assembly Government’s Food, Fisheries & Market of the Royal Agricultural Societies of the UK for Development Division. his continued services to agriculture. Ogwen Williams previously worked in Illtud Dunsford is a farmer, Agri-Food Consultant pharmaceutical and automotive industries, and owner of Charcutier Ltd, a specialist meat latterly spending 13 years in the food and drink processing business that derived from a farm industry before becoming an IT Consultant and diversification project. Project Manager, implementing cutting edge technology in a range of industries. Helen Howells is the Founding Director of Hwylus Cyf, a values-based bilingual consultancy, providing professional research, facilitation and business development services for the rural sector. She comes from a family-run beef and sheep farm in Llanwenog, Ceredigion, specialising in pedigree terminal sire breeding.

Barrie Jones farms in partnership with his son in Llanybydder. They have 1,100 breeding ewes which are performance recorded, and produce Abermax and Aberfield rams.

Rachael Madeley Davies farms an upland beef and sheep enterprise with her husband in Bala. She is an experienced food retailer with specific experience of food marketing, particularly of red meat and a sub-contractor for an agricultural consultancy.

Catherine Smith is a food consultant and farmer’s wife from Raglan. The couple farm a FAWL accredited 220-acre mixed farm holding in Monmouthshire.

Claire Louise Williams farms in partnership with her husband at Llansawel, Llandeilo. They were winners of the Brynle Williams Memorial Award for Young Entrants in 2012 and winners of the 2013 NSA Cymru/Wales Achievement Award. Claire has worked for a number of organisations in the food and farming industry including Dalehead Foods Ltd, Harper Adams University 2017-18 in detail

Marketing and Promotion place for maximum returns and value for money.

It is a core strategic goal of Hybu Cig Cymru to Highlighted activity during the twelve months in open new (and further develop) existing home question included: and export markets for Welsh red meat. France: Support activity for key accounts in HCC implements a thorough, inclusive and multi- multiple retail outlets (mainly in and around faceted marketing and promotional policy, which Paris); a series of instore tastings were carried out seeks to maximise all existing resources and in 18 stores in an upmarket French supermarket achieve these designated strategic goals with a chain. set of actions that includes: Germany: Inward missions held for major • The provision of agent and key account foodservice company in September, which support to existing export markets (France, included a farm visit and processor plant. Germany, Benelux etc) to maintain confidence Campaign activity focussed on key account and sales pre-Brexit; support activity to major retailers and foodservice companies. • Sustained promotion of Welsh red meat in all markets through retail marketing, advertising Canada: Key account support was provided for and PR, provision of point of sale materials, Welsh Lamb importers; PGI Welsh Lamb was maintenance and development of consumer launched in a major supermarket with POS and trade websites; material and wholesaler undertook in-store tastings and a unique “Chef’s Table” event, • Delivery of key account support with strategic featuring a stunning seven course Welsh Lamb foodservice wholesalers in priority export meal utilising the whole carcase. Influential markets; attendees included chefs, retail buyers, restaurant buyers and journalists in the Vancouver area. • Delivery of trade marketing programmes in priority export markets to facilitate further Belgium: Early season foodservice and wholesaler opportunities for branded Welsh red meat key account support and support for the listings. influential Belgian Lady Chef competition.

Middle East: Halal approval was agreed for two major Welsh processors during January and Actions to sustain and improve February 2018 for exports and in the United Arab existing export markets: Emirates support was made available to the key processor in this retail sector. Key account support systems are in place in all existing export markets. Hong Kong: Membership of the Welsh Lamb Club was extended to Hong Kong and Macau Alongside this targeted work, HCC’s team of restaurants and promotional activities took place agents continued to build markets across Europe during the year, including the planning of a and assisted with the setting up of inward prestigious chef and retail buyers inward mission missions. Regular meetings explore current involving a long standing Hong Kong wholesale or imminent export activity and supportive business. marketing and promotional activity is put into Export trade shows: HCC also tasked with it was a poor summer which restricted Welsh profiling Welsh red meat brands in priority Lamb’s traditional and potential Danish core markets at leading trade shows. Two important market activity of barbecue sales, Welsh Lamb examples of such work among a busy year were sales increased approximately 25 per cent in Tuttofood Milan and Anuga Cologne, busy food Denmark, with strong indications that demand shows with a worldwide attendance. would continue to grow and an inward mission helped to reinforce the campaign objectives. In May 2017, HCC supported three Welsh processors to attend Tuttofood and provided a significant Sweden - Campaign activity focussed on presence in this key Italian marketplace. Meetings increasing established positive perceptions of were facilitated with buyers from European Welsh Lamb and was boosted by a new Welsh countries and GCC countries. HCC attended Europe’s Lamb supply opportunity being developed with largest food exhibition in Cologne in October 2017, a major retailer. The Ellermore’s “Promillegrillen’ and enabled the attendance of several leading (Breathaliser Barbecue) campaign proved very Welsh red meat processors. A reception was successful, with 417,459 identified views with hosted during the show where Welsh Government a 1,720,441 reach for a minimum five second Cabinet Secretary for Environment and Rural viewing, Affairs, Lesley Griffiths AM, announced the release of additional Welsh Government funding for a Germany - Campaign activity focussed largely on HCC-led Enhanced Export Programme. foodservice companies and was supported by inward mission activity. Those also aided with promotions included a convenience store chain; EU programme: a frozen goods home delivery service; a high end retailer; a wholesaler mainly supplying into the Activity for HCC’s EU funded promotional ethnic market; an online retailer; a chain of deli- programme in Germany and Italy (beef and lamb); style stores and a large department store. Sweden and Denmark (lamb) (Year 1 (2015/2016) and Year 2 (2016/2017)) was successfully New PoS material was in development and it was completed and was approved by the Rural hoped it would be in use as the financial year Payments Agency in May. The programme of work drew to a close. Promotional work ran through for Year 3 (2017/2018) included: the summer of 2017, supported by PR and Press Office activity, helping to boost website sessions Denmark - Innovative marketing activity was to more than 11,000. Ongoing discussions were introduced using social and other online taking place regarding two inward missions. channels, focussing on the qualities of environment and high animal welfare standards Italy - A three-pronged strategic plan for the and using spectacular views of the Welsh Italian market was aimed at consumers, retail countryside and the short, transparent supply / foodservice buyers and the meat trade and chain. saw the delivery of HCC-partnered promotional programmes with four retailers. The Welsh Lamb In Denmark, the ‘Live Lamb Cam’ campaign in Club was launched in Italy on 28th November by 2017 created significant awareness and totalled our ambassador chef Luigi Taglienti, at his ‘Lume’ more than 6 million multimedia views. It was restaurant in Milan. supported by advertising in national newspapers, PR, In Store POS and on-pack stickers. HCC’s agent enabled an inward mission for a This promotional work meant that, although large retail / wholesale company which took place in November, taking in a farm visit and a with UKECP on a quarterly basis throughout the butchery demonstration. Another inward mission year and the DEFRA stakeholder engagement was planned, this time aiming to bring food and on food and farming trade issues meetings in lifestyle journalists from Italy to the Royal Welsh London Show in 2018. Consumer Advertising (Magazines), Digital Advertising and PR activity continued China: It was hoped that the roadmap towards through to the end of the campaign project lifting the ban on UK lamb and beef would be period in January. published in spring 2018. Once published, it was hoped it would be easier to progress on the lamb certification process but no result was expected Additional Brexit Promotion and until 2023. Market Access Activity: Japan: The UK hosted a beef audit from Japanese animal and public health ministries. The visit As referenced in the introduction to this report, was very encouraging with the hope that further HCC’s responsibilities during this twelve-month work could lead to an approval in the future. Two period also included a considerable amount of Japanese Government departments needed to be additional strategic marketing and development satisfied on pre-set conditions to enable Welsh work regarding the compilation of a set of viable exports into Japan. For lamb, progress was made proposals for pre-Brexit activities. with MHLW (the health department) who said they would recommend UK approval for beef This sought to develop and deliver support to and lamb production but there was still a need EU and non-EU developing markets; enable to convince the Japanese equivalent of MAFF on progress towards accessing new markets and the scrapie. consolidation of domestic activity through an enhanced consumer facing red meat roadshow in USA: UKECP were in the process of finalising England and Wales. answers to questions received from US Authorities with a view to achieving equivalence HCC continued to build and exploit relationships on UK wide meat processing. HCC, AHDB and QMS that would allow better access to high value were aiming to host the long awaited beef and markets which previously had no access or lamb FSIS audit in the early part of 2018. very restricted access. This work included the maintenance of active participation in Saudi Arabia: Discussions progressed positively the meetings of the UK Export Certification with the Saudi authorities and the ban on Partnership (UKECP), a government/industry importation of Welsh Lamb was lifted in February working group specifically for market access 2018. in the red meat sector and UK and Welsh Government (WG) forums; the continuation of Vietnam: UKECP provided answers to government direction to Export Certification Ltd (ECL) with questionnaires on beef, lamb and pork earlier respect to priority target markets for Welsh in the year. An inward mission seemed likely Lamb and Welsh Beef and the continuation of sometime in 2018. collaboration with GB levy bodies to maximise benefits from non-competitive work. Mexico: Work was in progress to obtain access for both pork and lamb. To further these objectives, HCC met with Welsh Government Food Division to discuss progress UK markets Festival with the sampling trailer which saw demonstrations from HCC as well as local chefs. It The domestic marketplace is by far the major was very well attended, with approximately 5000 contributor to Welsh red meat sales and accounts people over three days. The “Win a Christmas for nearly two thirds of all purchases. HCC works Hamper” competition received a bumper 300 plus diligently to make sure branded, PGI Welsh Lamb entries. and Welsh Beef is available to consumers on the shelves of major multiple retailers across the UK. Other events included the Conwy Food Festival, where HCC took a stand and Welsh Lamb, beef Welsh Lamb Week (1-7 September) was a and pork recipes were cooked and sampled. considerable success with substantial media Approximately a thousand Out & About recipe coverage and participation throughout Wales books were distributed and 1200 recipe cards / during the days of the event. PoS.

The Week’s promotion featured at a very effective In November, a Welsh Llamb Camper Van was brand partnership engineered by HCC with AGA. stationed in Manchester’s Piccadilly Gardens. Cooking demonstrations using Welsh lamb took Footfall was high and the food was all consumed place in a selection of AGA Stores during Love within an hour and a half. Lamb Week and Welsh Lamb PoS material was at selected AGA Stores. The arrangement enabled At RWAS Winter Fair, the focus was strongly access to AGA’s social media network of 60,000 on the consumer as HCC advocated the “All plus and full page adverts appeared in AGA Living Welsh Christmas Dinner” and demonstrated and magazine with a circulation of 160,000 readers. promoted a three-course dinner using all Welsh products but spotlighting the Welsh Beef main Lamb PoS materials were distributed to course. An accompanying leaflet was specially independent retailers and major multiple created providing instructions and timings for retailers. HCC attended a major UK food service re-creating the dinner at home. During the supplier’s own trade show to showcase Welsh event, 3,000 recipe calendars were distributed. In Lamb in support of a processor with a view to addition, HCC launched the Porc.Wales Christmas increasing sales through this channel. campaign.

Llambassadors: This year we worked with a wider The Porximity competition to support Pork selection of online influencers, recruited as our from Wales ran through October and November. latest Llambassadors. Entrants had to identify their local pork producer through the ‘Porximity map’ and share via social A particular highlight of Welsh Beef campaigning media. The winner and seven friends received saw good coverage for Welsh Beef recipes in a culinary masterclass and a pork hamper of the Independent Online, giving over 302 million produce via their local pork producer. Porc. Opportunities to See. Wales PoS materials were distributed to relevant retailers and producers in late spring and were HCC’s direct contact programme with consumers, featured in the HCC presence at the Royal Welsh which enables a one-to-one experience, taste- Spring Festival in May. tests and information dispensation, was strongly evident at a series of events and occasions The second phase of the online Porximity media around Wales during the year but none more so helped to increase overall site traffic by 182 than at Portmeirion Christmas Food and Craft per cent in one month, with total site sessions increase to 1,831 month on month. The increase misinformation and unverified assertions in page views saw a 107 per cent uplift and there regarding red meat began to appear via self- was also a 240 per cent uplift in social traffic promoting internet and social media sites. driven by the competition HCC continued to work with health and education Trade marketing programmes: An additional professionals to educate and inform about the strategic action for HCC was to develop trade verified benefits of Welsh Red Meat as part marketing programmes to protect red meat of a balanced healthy diet. In late spring, HCC interests and maintain shelf space allocated to organised a series of Teacher Training Workshops Welsh red meat products delivered in conjunction with Education Standards Consortia in Wales; a new suite of This meant that HCC undertook activity with educational materials was developed for use by retail, wholesale and foodservice customers to teachers and pupils and was launched on the promote Welsh red meat and sustain levels of HCC stand at RWAS by the Cabinet Secretary for Welsh red meat listings and delivered processor Education, Kirsty Williams AM. account support programmes. HCC attended Meat & Education meetings which In pursuing these ambitions there was cross over reviewed educational activities conducted in activity with some of HCC’s other campaigning 2016-17 and discussed forward planning and work as outlined above, including the Welsh Lamb future activities for 2017-18. At HCC’s own roadshow activity and the production of point of annual conference, Frances Meek from the British sales materials etc. In this context, for instance, Nutrition Foundation presented HCC’s role as the ten date tour of supermarkets, which offered part of Meat & Education and how HCC supports samples, PoS materials and running competitions the teaching of food in Wales. Examples of HCC’s to harvest consumer data was a valuable work in education were included. resource, supporting domestic supermarkets who sell Welsh red meat and targeted retail outlets In November, HCC attended the Nursing in affluent areas on Thursdays, Fridays and in Practice Conference in Cardiff, where Saturdays when the highest volume of footfall approximately 250 practice nurses were from consumers from the target demographic delegates. Publications and information was present. distributed and a survey was carried out. Follow up work was to be done relating to the survey in The Welsh Lamb Trailer Tour at supermarkets had early 2018. very positive results with stores recording uplift in sales between 70 per cent and 120 per cent A teachers’ conference was planned in Cardiff for a day. Discussions took place between HCC and spring 2018 to continue this work. retailers/processors as to the suitability of the trailer for promotional use in 2018-19. Independent Butchers: HCC delivered a recruitment and retention programme for Diet, Health and Nutrition: HCC’s role as a Butchers’ Club members to help increase responsible and reliable advocate for matters the volume of Welsh red meat sold through relating to diet, health and nutrition and for independent butchers. Materials and other informing widely on red meat’s role within promotional aids were distributed to retailers the balanced plate, increased in importance throughout the year and for campaigns and for stakeholders as the year progressed seasonal produce. Point of sale (PoS) materials for when it became more and more evident that pork from Wales, PGI Welsh Lamb and PGI Welsh Beef were included and were also made available at special keynote events where the industry gathered, such as RWAS in July and November and HCC Conference. New point of sale materials sent to Butchers’ Club members including an A2 Welsh Lamb Poster, A2 Welsh Beef Poster, Welsh Lamb and Welsh Beef Recipe Cards and 2018 Recipe Calendars.

HCC sponsored and attended the Meat Trades Journal Butcher Shop of the Year awards in London, and undertook intensive related press and social media activity.

Random visits to members of the Butchers’ Club were undertaken to verify the traceability of the products. Advice on traceability, particularly from counter to fridge, was provided to improve systems and labelling. A communication exercise was undertaken to raise awareness of the schemes’ criteria.

Welsh Lamb Club: HCC undertook a twelve month support campaign, including a recruitment and retention programme for members to sustain the volume of Welsh red meat sold identified in the Hotel, Restaurant and Catering sector.

The Welsh Lamb Club was extended internationally to include restaurants in Belgium, Italy and Hong Kong and a further recruitment exercise of suitable restaurants was undertaken in the UK and Export Markets.

Industry Development

HCC’s wide-ranging Industry Development performance of progeny by different rams to portfolio of activities is designed to ensure be compared under commercial conditions. 67 the Welsh red meat industry is in a position to rams from five breeds – Texel, Suffolk, Charollais, improve quality, increase cost-effectiveness and Hampshire Down and Meatlinc – were tested over add value to products across the whole of the the 2016 and 2017 lambing seasons. Full details supply chain. can be found on the RamCompare website at www.ramcompare.com On a daily basis, HCC leads innovative research and development, promotes and exchanges the The LIPIGRASS project addresses some of the latest industry technological information, shares major challenges facing UK agriculture in a world key market data and supports vital education and that is undergoing climate change. It seeks to training relevant to each part and player in the improve the total fatty acid content of grass feed, supply chain. and potentially reduce enteric methane emissions with possible human health benefits with more This important work seeks to “future-proof” the forage-derived PUFA being present in meat and industry against the inevitable challenges and milk. obstacles that lie in the global marketplace in the years ahead. Technology transfer, ground-breaking The 5-year Sureroot project responds to the research, responsible and achievable climate increasing frequency and intensity of rainfall change targets and sound, evolved advice on events in the UK and aims to determine sustainability measures underpin all actions and whether soils can be modified by perennial inspire key strategic levers such as the red meat grassland species to reduce incidents of flooding environmental route map. and drought whilst maintaining agronomic productivity and quality.

Research and Development The Unravelling the aetiology of Contagious Ovine Digital Dermatitis (CODD) project aims to discover the principal microbes responsible for HCC maintains and builds a progressive research CODD infections, where they originate from and and development portfolio that is innovative the environments that encourage their survival. and relevant to the needs of the industry in CODD is a relatively new infectious foot disease Wales and seeks to maximise returns on levy affecting sheep. Surveys have shown that CODD investment. It is vital function that this work is may now affect over 35 per cent of flocks in the then disseminated fully to HCC’s levy payers and UK. This will look at the immune response of so this includes research and communications sheep to infection, examine lesions and identify activity to identify and understand trade and if there are antigens present that could aid in consumer buying patterns and potential new future work on vaccines. market opportunities. The Genetics of Trace-Element Deficiencies HCC was able to leverage funding as part of in Sheep in Relation to Productivity, Fertility substantially larger financial bids with industry and Health project attempts to assess how partners to maximise returns for stakeholders deficiencies in trace elements such as cobalt, in Wales on six important active Research and sulphur, selenium and zinc can impair animal Development projects during this period: productivity, fertility and health.

The RamCompare project sought to enable the Fasciola hepatica, the common liver fluke, is the most frequently diagnosed internal parasite that designed to share and further innovations affects growing and adult dairy and beef cattle in developed from Wales’ leading agricultural the United Kingdom. research programmes and encourage the widest take-up of on-farm efficiencies. The Improving control of liver fluke infection in cattle in the UK project seeks to improve control Throughout the year specialist sessions at of F. hepatica infection in cattle sustainably, regional and national level were held to impart reducing reliance on drug treatment. key findings from the wide-ranging body of research undertaken annually under HCC’s During the year, the HCC R&D and Knowledge umbrella to provide Welsh farmers with a palate Exchange Advisory Committee and the Joint of practical innovations to encourage profitable Levy Bodies R&D committee met quarterly; production. HCC participated in the joint levy bodies R&D committee meeting in June. Pencoed Campus Bridgend hosted an ON-Farm meeting addressing new developments in HCC participated at an Industrial Strategy Sector beef fertility, lameness in sheep and grassland Deal Roundtable meeting to establish the criteria management with Dr Joe Angell of Liverpool and agree terms for ensuring the agri-food sector University; grassland adviser, Dr Chris Duller and could pursue its intention of being one of the Pete Suddens MRCVS of Maes Glas Vets. Government’s priority industrial sectors. An On-Farm event at IBERS, Aberystwyth aimed at Each year, HCC continues to work with the Food agricultural students from Aberystwyth University Innovation Centres and other organisations to and local farmers. Specialist speakers included Dr identify opportunities and develop collaborative John Moorby and Alan Lovatt (current research proposals to support new product development on grass breeding and on fatty acids in livestock for lamb to enhance carcase balance, provide produce); Vet Iwan Lewis and Roger Daniel, from new marketing opportunities and add value the Welsh Veterinary Science Centre, presented to low cost cuts. HCC’s Focus Group for New on livestock husbandry and best practice for Product Development (Lamb) was convened in preventable diseases. May; membership included all three Innovation Centres, skills /training organisations and Over 50 lamb and beef producers gathered independent butchers. at Grwˆp Llandrillo Menai’s Glynllifon Campus near Caernarfon to hear three guest speakers Throughout the year, HCC commissioned, analysed advising on ideas to improve red meat production and applied consumer research findings from efficiency and how environmental considerations, Kantar Worldpanel to help inform stakeholders including reducing the carbon footprint of farms, of consumer opportunities and additional go hand in hand with efficiency targets in red opportunities for new product development meat production, leading to more profitable and (NPD) for Welsh Lamb. sustainable businesses.

Dr Prysor Williams, a senior lecturer at Bangor Dissemination and Collaboration University, told those attending that the global demand for red meat will increase over time in Four ON-Farm events took place during the line with a rise in the world’s population. This will twelve months. Launched in February 2016, place greater pressure on the livestock sector and the ON-Farm menu of grassroots events was on farmers to reach environmental targets. The value of cutting-edge grassland management HCC was the main sponsor of the NSA Welsh to Welsh farmers has been highlighted at an Sheep event at Llwyn Bedw farm, Talybont-on- ON-Farm open day on Anglesey, organised by the Usk in May. The RamCompare project was the Federation of Welsh Grassland Societies. main theme on the HCC stand at the event.

The event was held at Tre-wyn farm in Regular progress meetings were held on KESS Llanerchymedd, the home of Brian and Nia Bown Studentship Projects: “Developing targeted who operate a mixed enterprise, finishing around enzyme-based approaches for improving 170 beef animals each year and maintaining a the healthiness of red meat” and “Optimised breeding flock of sheep as well as growing arable management of upland pasture for economic crops. and environmental benefits” with Sara Pidcock / Aberystwyth University and Non Williams / Attendees at the open day were able to pick up Bangor University. the latest edition of the grassland ‘bible’, the 2017 Recommended Grass and Clover List (RGCL) for HCC participated in the quarterly UK Livestock England and Wales. Core Group where updates on Bluetongue virus and approaches for surveillance in the UK The listings identify the best grass and clover were considered. The Group also looked at the varieties for beef, sheep and dairy farmers in the Lumpy skin disease (cattle) control strategy for UK, drawing on research jointly funded by Hybu Great Britain and received an update on FMD Cig Cymru. This year, thirteen brand new varieties contingency planning. are listed, having gone through at least four years of independent trials. HCC attended APHA updates on progress with disease surveillance in Wales and met with RamCompare Project partner progress meetings representatives from FSA Wales for an update took place and the June meeting was followed by a and understanding of FSA’s future work and the RamCompare Open event held at Pistyllgwyn Farm exploration of future opportunities for cross- that was attended by 60 farmers and extensively working. featured in specialist media. The project centres on how the use of EBVs when purchasing rams can increase the ability of lambs to meet market Knowledge-exchange with partners requirements and help farm profitability. and levy-payers Russell and Rhys Edwards, of Hendre Ifan Goch near Bridgend, were confirmed as the new Welsh In this period, HCC’s Industry Development team project farm for RamCompare Phase II. In October have continued to lead, advise and liaise on key they had their first AI day at which 120 ewes were industry matters in association with Farming inseminated with RamCompare ram semen. Connect’s delivery team to provide proactive direction and reinforced priorities for key industry HCC were invited to present at three retailer development matters. / processor producer group meetings on the RamCompare project. The meeting allowed for Four meetings were held during the period with all Phase I and Phase II participating farmers and Welsh Government, industry bodies and Farming project partner organisations to meet and discuss Connect regarding the development of sheep and the initial results of the project beef projects related to genetic improvement and animal heath as part of the Agriculture HCC attended a Livestock Technical Working Strategic Initiative. The meetings also discussed Group for the RB209 Manual. The discussion the process for ensuring a greater number of farm centred on the final draft of the Fertilizer businesses conducted benchmarking activities Recommendations Manual that will be released within their enterprises. in 2018. HCC took part in the Grass & Forage and Pesticides Working Group meeting. The group An illustrative example of this work was a joint has been established to help the grassland and open day HCC held with Farming Connect and forage sectors understand and deal with new SRUC, at the new CT mobile unit which was based regulations (via Sustainable Use Directive) that at IBERS, Gogerddan. will cover pesticides (weed killers, insecticides and slug pellets) and to highlight the need to use Four HCC supported Strategic Awareness pesticides responsibly so that they do not get into meetings focussed on red meat “Trade in a Global the drinking water supply. Marketplace” were held in conjunction with Farming Connect during June, held in Brecon, HCC’s role includes the informing and Machynlleth, Llanrwst and Carmarthen. education of the industry about cost-saving and conservation of energy and water efficiency, ways HCC led partner bodies to discuss joined up to reduce waste and ways to improve knowledge, messaging relating to animal health and openness and transparency. In addition, HCC has welfare ahead of the 2017 Royal Welsh Show responsibility to inform producers about the with a controlled focus related to the use of impact of production efficiency on and to build performance data to detect health issues in on and further develop the red meat road map sheep flocks, the preparation of ewes and rams principles across the red meat supply chain. for tupping (lameness, vaccination and fertility checks) and biosecurity / quarantine treatment of HCC, in this twelve month period, worked to incoming animals. develop and deliver technical information to improve processor knowledge and understanding HCC continued to provide red meat input to the of markets and opportunities for cost-reduction RDP-funded Climate Smart Agriculture project through increased carcase utilisation and waste that is being delivered by Aberystwyth and Bangor reduction. Universities and met with Dr Richard Kipling of IBERS in August. Dr. Kipling is currently working on HCC met with representatives from WRAP to identifying and ranking emissions from red meat discuss the work of Courtauld 2025 (C2025). production and processing and how these could be It is a voluntary agreement (of which HCC is a lowered through efficiency gains. signatory) that brings together organisations across the food system – from producer to HCC continued work with AHDB, QMS and SCOPS consumer – to make food and drink production to review content for the updated booklet on and consumption more sustainable. control of worms in sheep flocks. The booklet has since been finalised and an official launch took HCC was involved in ongoing dialogue with WRAP place in the spring of 2018. regarding the development of concepts against priorities identified by the C2025 UK Meat HCC also participated in the Control of Worms Working Group. Feedback was given on a funding Sustainably (COWS), an industry stakeholder application to WRAP for a small pilot project with group which aims to promote best practice in the four SME abattoirs in Wales. control of cattle parasites. During January, HCC started the initial planning HCC also attended the industry meeting for the work for the project. This was in the form of Sustainable Intensification Platform at Henfaes, a questionnaire on current destinations (and Bangor where it received the latest update on volumes) of red meat products and by-products work to evaluate sustainable intensification and waste. This questionnaire was designed options in the uplands. to assist meat plants to reduce waste and maximise carcase use. The four site visits had HCC participated in the work of the C2025 UK been arranged for February 2018 with project Meat Working Group to consider approaches to completion achieved by the end of March 2018. reduce greenhouse gas emissions from red meat production and processing. HCC’s ground-breaking work in developing the industry’s sustainability blueprint, the Welsh Red Meat Roadmap, was built on in this period Scholarship as the organisation stepped up its efforts to communicate the impacts of improved production HCC awarded two new scholarships in two and processing efficiency on greenhouse gas technical areas and aimed to use the 20th emissions and climate change mitigation in line Anniversary year of this award system to with the document’s guidelines. This broad work communicate benefits and progress made by HCC included continued participation in the Climate scholars during programme’s lifetime. Change Industry Group and continued proactive direction of key messages to the industry via To support this, a celebration of 20 years of the Farming Connect. HCC Scholarship programme was held at the Royal Welsh Winter Fair. Around 40 scholarship alumni Wider actions within this strategic umbrella and HCC board members attended a reception. included HCC providing industry input to Welsh Government’s Decarbonisation Policy and HCC During the event Richard Tudor was announced attending the Agriculture Industry Climate as the new Chair of the Scholar’s Association, with Change Forum meeting and providing evidence Alison Harvey as the Vice Chair. to the UK Climate Change Committee alongside Bangor University, NFUCymru and AHDB-Dairy Two scholarships were awarded for the 2017 HCC on the progress being made in Wales to reduce Scholarship: to Clare James, to enable her to look the greenhouse gas emissions from livestock at beef grading systems in the USA and to Thomas production. Howells, to enable him to look at Technograzing in the uplands of New Zealand and Australia. HCC participated in two meetings of the Wales Land Management Forum Subgroup on Agri- Within the industry training and educational pollution during the period. The Group was role, HCC also seeks to inform and educate focussing on influencing knowledge transfer to producers, livestock markets and processors about help the industry avoid pollution incidents and maximising carcase utilisation and producing HCC was a lead partner in a Welsh Government a product that meets the specific needs of their meeting on the responsible use of pesticides. market outlet. The meeting updated stakeholders on the implementation of the latest EU legislation It also delivers Selection for Slaughter training regarding the requirement for the testing of all and monitor impact to maximise producer pesticide application equipment through the engagement in measures to understand and meet National Sprayer Testing Scheme. market requirements, enhance shelf-life, and improve animal health. The format of livestock the Italian market, Jeff Martin, presented on the selection events was broadly very well received latest developments in Italy and there was also by participants and as a result it is envisaged the an update by a Welsh processor on the current programme will be developed and delivered on a market trends. more regular basis in 2018/19 by HCC. The inaugural meeting of HCC’s Flock and Herd A strategic action in the twelve month period was Health and Welfare Working Group received to assess, compare and consider new mechanisms presentations by Sian Mitchell from APHA, to develop and improve the existing carcase highlighting some of the common causes of grading systems, to continue to promote and deaths from Veterinary Investigation submissions; encourage the development of new approaches Neil Paton, who gave an update on the Welsh to carcase evaluation and the rewarding of BVD eradication scheme and Collin Willson, from producers based on quality and consistency. the FSA, who spoke about current condemnation information/trends from abattoirs. During December, HCC attended and provided input into two meetings with Welsh Government on the possible introduction of mandatory Sheep Carcase Classification and Price Reporting. Mandatory price reporting exists within the UK (due to EU regulations) for cattle and pigs. It is understood that each devolved Government is currently considering introducing mandatory sheep price recording.

Other Industry Development matters

HCC was one of 12 partners in the BeefQ project application that was submitted for funding through the RDP 2014-2020 project which aims to evaluate the Meat Standards Australia (MSA) grading system for beef based on eating quality.

The Light Lamb Task and Finish Group was convened by HCC in June. The Group received the report on the Production and Marketing of Light and Superlight Lambs from Wales revisited the current market position regarding light lambs and discussed a series of measures that producers could take to increase carcase weights within their own systems, including preparation of a submission of a scheme to the Rural Development Project.

In November, the Task and Finish group met at the HCC offices. At the meeting HCC’s agent for Market and Industry Intelligence

It is vital that the businesses within the industry Promoting safer and better working are equipped with the most up to date and relevant information from consumer trends to conditions market prices to allow them to make informed The provision and dissemination of information and appropriate choices on all aspects of their explaining and furthering the growing range of commercial concerns. business improvements and safety advancements made across the supply chain is an important role That is why Hybu Cig Cymru has built up a that HCC provides on a regular basis. strategic bank of knowledge which it collates, curates and communicates to stakeholders, HCC staff attended relevant health and safety in levypayers and other target audiences under agriculture meetings and ensure that health and its Market Intelligence banner at Wales, UK and safety messages are incorporated into relevant global level. communications and also attended other subject based industry meetings and lend their specialist This work can be done through HCC’s leadership knowledge and in this period this included: channels, where key meetings are organised by HCC with industry representatives to convey HCC Supported Farm Safety Week 2017 which information or transfer knowledge, or HCC’s was held during the Royal Welsh Show and partnership structures and the long standing links included safe livestock handling messages in with colleague organisations:- farming unions, demonstrations on stand and attended the Wales Welsh Government bodies, academic partners, Farm Safety Partnership event. other levy bodies, export partners, supply chain systems and media outlets.

The third key avenue for dissemination of key consumer, industry and retail trends to stakeholders is HCC’s experienced Communications department, which produces printed and virtual support information on a wide range of issues from animal health to market trends, including the monthly Market Bulletin and associated content.

Daily market updates were made available through the HCC website and it was planned for a more mobile-friendly version of the website to be up and running during 2018.

A wide selection of bulletins, pamphlets, updates and industry information papers were produced during the year, examples of which were “The Production and Marketing of Light and Superlight Lambs from Wales”; an Information paper on EU access; an Information Paper on sheepmeat trade trends and the “Financial Performance of Welsh Red Meat Businesses”. Communication activities

HCC’s internal communications team drives earned good coverage for novel content such as the strategic development of the information the ‘Lamb Cam’, a live lamb camera broadcast dissemination and utilises all aspects of modern to demonstrate the natural surroundings and communications outlets to do so, including healthy living conditions of Welsh lambs on the broadcast, print, multi-media and virtual farm and aimed at Scandinavian customers, and publishing. a member of the Butchers’ Club winning a Royal Warrant. Matthews’ Butchers of Llandovery was The team seek to inform levypayers, stakeholders featured on BBC TV’s Royal Recipes with Michael and the Welsh public at large about the positive Buerk. contribution of the red meat industry to Wales’ society and economy and of HCC’s important role Important industry projects won coverage on TV in promoting and developing the industry. and print media as delivered for the RamCompare open day in Carmarthenshire, a research project Regular proactive press releases and responses to detailed above in which HCC is a co-funder. main stream media more than met targets of 150 during the year with press releases and articles HCC facilitated a feature on Welsh Lamb topping 200. broadcast on ‘Nadiya’s British Food Adventure’ on BBC2, featuring HCC scholar Richard Roderick; Significant “hits” included new and authoritative developed contacts with Radio 2 for future recipe national media developments that involved and food origin features; and earned significant Nation Broadcasting, Countryfile, Radio coverage of the issue of shelf life and Welsh 2 Drivetime and Farmer’s Guardian, Meat Lamb in the context of needing to find new Management and specialist contributions to the export destinations after Brexit, including on Daily Post website. Radio 4 and S4C.

Alongside this wider work, very important local activity saw monthly media contributions HCC Vision through newspaper columns increased during the year to meet demand from regional press The development of HCC’s Vision 2025 strategy in the Cambrian News, Denbighshire Free Press, was a genuinely collaborative and consultative FUW’s Y Tir, and NFU’s Farming Wales, The project. The intensity of the many contact Herald (Ceredigion, Pembrokeshire, Llanelli and points achieved between HCC and key industry Carmarthenshire editions), and NSA Sheep Farmer personnel to further content clearly demonstrates its engagement and the weekly list of shared Key calendar events proved very busy and meetings that HCC either instigated or attended rewarding for HCC including the Royal Welsh (either Chairman or members of the executive Show in July (a best-ever total of 40 media giving presentations and listening to feedback) interviews was achieved during the Royal Welsh included FUW Grand Council; FUW county Show), Royal Welsh Winter Fair in November, HCC meetings at Ceredigion, Flintshire, Denbighshire, Annual Conference, and other specialist industry Meirionnydd, Gwent, Carmarthenshire, Glamorgan events. & Montgomeryshire; FUW Younger Voice for Farming meeting; NFU Cymru annual conference; NFU Cymru Brexit conference; NFU branch Innovation meetings in Brecon and Llangollen; AIMS Conference; Women in Farming; FWGS panel During the year, innovative story development discussion; Farming Connect Agri Academy Alumni Event; Current Agri Academy; YFC Rural Affairs Committee and CARAS Wales conference. Stakeholders were offered opportunities to meet the HCC Board on the opening day of the Show In total, the numbers of levy-payer attendees at and other activities arranged by HCC included the various stakeholder events exceeded 1000 by a showcase of new and innovative red meat the end of the financial year. products; an introduction to Welsh products with Protected Food Name (PFN) status (in conjunction with Welsh Government); a reception to announce External Engagement the winners of the HCC Scholarship 2017; cooking demonstrations with a number of well- Examples of engagement with politicians known guest chefs which led to coverage on BBC and influencers included the submission of 1 and 4, and butchery demonstrations. evidence to two Select Committees; an MPs’ Trade Committee inquiry on future trade policy Industry Development activities also took place with Australia and New Zealand and an AMs’ throughout the duration of the Show and key External Affairs Committee inquiry on the future messages and advice shared with sheep and beef relationship of Wales and the EU. producers.

Oral evidence was given to a further inquiry to which HCC had already submitted written E-communication evidence, namely the Westminster Welsh Affairs Committee inquiry on agriculture after Brexit. HCC published and and promoted material across corporate social media platforms and email Professor Nick Perdikis, newly-appointed special bulletins. advisor to the National Assembly for Wales on Brexit and trade, was briefed on the outlook for Opening rates for e-newsletters produced by HCC the red meat sector; for stakeholders remained above the industry average and the year also saw an increase in HCC gave evidence to the National Assembly followers on Twitter, Facebook and YouTube. enquiry on ‘Rethinking Food in Wales; and circulated its Light Lamb report to all AMs who Development of a revamped corporate website serve on the Environment and Rural Affairs continued with the aim of completion by April Committee. 2018.

HCC’s activities at the Royal Welsh Show included the annual breakfast function. Cabinet Secretary for Environment and Rural Affairs, Lesley Griffiths, attended and addressed the audience of industry stakeholders. Cabinet Secretary for Education, Kirsty Williams, launched new bilingual educational resources for secondary school teachers produced by HCC in partnership with ‘Meat and Education’. The launch was also attended by numerous teachers who were given an opportunity to discuss the new GCSE in Food and Nutrition with the Cabinet Secretary.