HCC action plan on track
Published:  19 December, 2014

Hybu Cig Cymru – Meat Promotion Wales’ (HCC) five-year action plan, to ensure a “profitable” and “sustainable” meat industry for the future, is continuing to hit targets, according to the organisation.

The annual monitoring report, which analyses the efficacy of the Strategic Action Plan, has concluded that HCC, Welsh government and industry partners are cooperating effectively to deliver results.

The strategy was launched in 2009 to cover the following five years, and now a new plan is being developed to launch in 2015.

HCC said it was keeping up with the original action plan’s goals, “to secure a profitable, efficient, sustainable and innovative Welsh red meat industry able to respond competitively to ever changing market trends in the UK and across the world to the benefit of the people of Wales”.

The organisation highlighted a number of achievements from 2013-2014, including advertising and marketing work that has ensured Welsh Beef and Lamb is thought of as a premium product across the UK; helping butchers to display promotional material for Welsh meat; hosting six inward trade missions from around Europe; thorough slaughter training for farmers; and a host of other organised meetings, successful studentships and studies.

HCC chairman Dai Davies said: I am pleased with the results of the work that has been completed so far, but it is important that we do not relax. The market place is constantly changing, and everyone in the red meat sector must be prepared to adapt to meet the needs of the consumer.

“That’s why this Strategic Action Plan is so important – it is a living document, examined on an annual basis to ensure that it is fit for purpose and meets the needs of the entire red meat supply chain right through to the customer.”