HOW TO MARKET WELSH MEAT

Since 2002, the Welsh Lamb and Welsh Beef brands have been protected with a PGI (Protected Geographical Indication). In addition, a dedicated body, Hybu Cig Cymru/Meat Promotion Wales, has been tasked with emphasising the distinctiveness of Welsh livestock produce. ‘Our farms and landscapes are not ranches – we don’t have that economy of scale – but that is the gem of the thing,’ says Gwyn Howells, chief executive of Hybu Cig Cymru. ‘We have hedgerows and trees, a wonderful landscape and animals reared within it. These are credentials that can resonate with consumers who are discerning.’ Hybu Cig Cymru is in the middle of a five-year programme that promotes the ethics of the supply chain and focuses on animal health, genetics and meat quality. Ideally, such an approach would be boosted with legislation that requires hotels, pubs and other hospitality operations to label the origin of the meat they sell. ‘The FTA means that cheap meat could be used across that sector,’ says Howells. ‘If you buy steak and chips for £10, you can guarantee that it’s from abroad. Having a requirement to say where it comes from, so you could say the meat is from Wales, would make a difference.’