Farming integrity and sustainability will be central to improving the branding of Wales' red meat on a global scale, according to the chair of Hybu Cig Cymru (HCC).
Speaking at the annual HCC breakfast event as the Royal Welsh Agricultural Show, Catherine Smith said HCC continues to operate in a ‘crowded consumer marketplace.'
Sustainability
"We are surrounded by confusing claims and counter claims and where our honesty is heckled by misinformed or misguided activities.
"This has to stop. It is time to put some clear, transparent water between ourselves and the intensive farming practices of some global competitors," Ms Smith said.
Ms Smith called for a ‘collective industry' commitment to further build on the ‘tireless efforts of Wales' farmers'.
Welsh food
She said HCC were ‘building clear and compelling evidence' to fully substantiate all assertions that production of Welsh Lamb and Welsh beef ‘was a global exemplar'.
"We can show the world that Welsh food and farming is not just what we do - it is who we are," she said.
Red meat
When talking about priorities and plans to build on its evidence base, she referred to HCC's 'Red Meat Development Programme', which is nearing completion after five years of ongoing industry engagement.
Upcoming projects included a new multi-platform, 'multi-media campaign to promote Welsh Lamb' and an ambitious 'Red Meat Roadmap', currently in development.
"Let's form a new social contract with domestic and international consumers to allow the promotion of our Welsh red meat brands with honesty, transparency and integrity.
"From now, sustainability will be the watchword for everything that HCC does. Along with the other core pillars of taste and nutrition, sustainability will be central to maintaining success and ensure a future in red meat production for the next generation," Mrs Smith said.
