Welsh pig producers get online support
Published:  22 July, 2015

A new website is being launched to encourage customers to consume high-quality Welsh pork.

Porc.Wales has been created by Hybu Cig Cymru – Meat Promotion Wales (HCC), to provide a platform for Welsh pig farmers and processors, as well as offering a directory of regional stockists.

“Wales is well-known for producing top-quality Welsh Lamb and Welsh Beef, but this shouldn’t overshadow the nation’s pork offering,” said Melanie Hughes from the HCC Market Development Office. “The profile of the Welsh pork industry is growing and it has a fantastic story to tell, which we can all be very proud of.

“We believe that the pork that is produced in Wales stands out for many reasons: the climate and the landscape, not to mention the expertise and knowledge of the pig farmers which has been handed down through the ages. The sector is also innovative and has a new generation of passionate artisan producers who make award-winning products.”

The new website contains interviews from farmers, butchers and chefs, describing why Welsh pork deserves more attention.

Rob Rattray is a featured butcher on the website. He has been in the business for 35 years and has owned his own shop located in Aberystwyth town centre, Rob Rattray Butchers, since 1991.

He is excited about the opportunity to boost the reputation of Welsh pork. “With these years of expertise under my belt, I have learned to recognise good-quality produce. Welsh pork, in particular, has a nice layer of fat and a good level of marbling, which gives it a unique taste.

“At my butcher’s shop, all the meat is sourced from neighbouring areas and, over the years, we have nurtured relationships with nearby farmers and the local abattoir who understand exactly what our customers are looking for. Being local means our meat incurs fewer food miles, which results in better-quality, less-stressed pork.”

Angela Gray, who runs her own cookery school, is one of the chefs featured on the website. She said: “I’ve always found that pork from Wales has darker skin and rose-coloured flesh, and a firmer layer of fat, which, in my opinion, is much better for cooking. I feel confident cooking with pork from Wales, as the product speaks for itself. From taste to texture, the difference in quality is clear.”

Porc.Wales will include recipes, a blog and special features that will demonstrate how to get the most out of different cuts of pork.

Hughes concluded: “This new website will inform foodies about the wonderful producers and the products we have in this sector of the meat industry in Wales, and will encourage consumers to buy good-quality, locally produced pork. We’re confident that, once they’ve tried it, they’ll be discerning about any future purchases.”