Meat Minds: cultivating connections across the supply chain

Name: Gwion Parry

Location: Pwllheli, Gwynedd

Occupation: Beef and sheep farmer / Fat depth and marbling ultra sound scanner

“This programme will help me develop my understanding of what processors and consumers want from producers. I hope to find answers to questions around increased fat cover of higher marbling animals and the associated labour in the processing plant, and if that improves the potential eating quality.

“I also hope that the mentoring aspect of this project will aid us in streamlining the decision making as well as guiding the group so every individual’s strengths are identified and utilised. Personally, I’m looking forward to expanding my network within the industry and getting a better understanding of the red meat production process as a whole.”

Name: Jane Phillips

Location: Builth Wells, Powys

Occupation: Sheep farmer / Grassland advisor

“After working in media for 10 years covering food and farming matters amongst other topics, I have now returned to the family farm. I am especially interested in how genetics can affect meat quality (and therefore meet consumer preferences), its impact on animal health, and its potential to help the sector become more sustainable.

“I am interested to hear first-hand the steps a mentor took to get where they are, to discuss strategic business decisions, get hands-on technical experience, as well as glean insider knowledge about the direction the industry is taking and how businesses can prepare for the future. I am looking forward to undertaking a farmer and industry-led novel research project, bridging the gap between research and practice, as it enables farmers to collaborate with experts to explore solutions to real-life experienced on-farm challenges.”

Name: Daniel Owen

Location: Penybont Fawr, Powys

Occupation: Lamb supply chain development manager, Pilgrims / Beef and sheep farmer

“From a young age I have taken a keen interest in maximising animal performance from forage. To achieve this, I believe the key factors to be addressed are improved genetics, maximising forage utilisation, improving nitrogen use efficiency, enhancing soil health, and incorporating technology to address these challenges. This project will allow me to deepen my knowledge on these topics and equip me with the confidence to effectively communicate these insights to our producers. From a processing perspective, gaining a better understanding of customer requirements and exposure to targets they endeavour to achieve will enable me to adapt my approach and excel in my current role.”

Name: Robert Powell

Location: Swansea

Occupation: Fresh food operations manager, Dunbia / Beef and sheep farmer

“I am a seventh-generation partner in the family farm and started my butchery career as a Saturday boy at a local butcher. In addition to my roots in agriculture, spanning over 7 generations, and over 10 years with Dunbia/Dawn operations, the programme will broaden my network connections and help me develop into a fully rounded agri/red meat supply chain expert with the ability and knowledge to influence and shape the future of the Welsh red meat sector.

“I hope that the programme will give me a greater understanding of the supply chain. My background in the industry has taken me from farm through to becoming a slaughterman, butcher, site manager of an abattoir and now Operations Manager in a retail site supplying all the major supermarkets. I look forward to being assigned a mentor to complete my journey from farm through to end customer, providing a wider appreciation and understanding of retailer requirements.”

Name: Emma Matthews

Location: Cowbridge, Vale of Glamorgan

Occupation: Livestock buyer, Kepak / Sheep and beef farmer

“My role gives me the opportunity to see first-hand the livestock selected on farm and follow the whole process. Through this programme I will benefit from meeting new people from across the sector in Wales. The main aspect that will hopefully help my development is having my own mentor, especially benefitting from spending time in their workplace, understanding what part my mentor plays within the industry. I look forward to experiencing the five different modules, and feeding this gained knowledge back to the industry.”

Name: Chloe Mckee

Location: Talgarth, Powys

Occupation: Agriculture and Sustainability manager, OSI / Sheep farmer

“I work with beef suppliers and their farmers on sustainability initiatives and projects from grazing trials to animal welfare and carbon footprinting. My current role is prominently focused within a sustainability remit, therefore this programme will support my development within the sector by exposing me to areas that I do not get a chance to explore otherwise.

“The sessions on meat quality, consumer satisfaction and processing will be especially beneficial as these are areas I wish to be able to speak confidently about to farmers and customers. Consumer expectations are ever changing and perhaps quite different to my own views, having come from a farming background, so more exposure to this will assist my understanding of the impact of consumer trends on carcass balance and farm gate price.”

Name: Dafydd Walters

Location: Cross Hands

Occupation: ESG Business Analyst, Castell Howell Foods

“My role offers the unique prospect of viewing the whole supply chain from farm to fork, and provides valuable insights into the challenges and tasks that face each and every producer, wholesaler, service provider, and consumer from an environmental, social, and governance aspect.

“I aim to grow my knowledge from the Meat Minds programme to a transferable standard, apply my learnings to my day-to-day working responsibilities, and help develop the industry and future generations’ understanding of a truly sustainable supply chain through a collaborative approach.”

Name: Hywel Evans

Location: Caernarfon, Gwynedd

Occupation: Auctioneer, Bryncir Auction Centre

“The structured modules will provide me with valuable insights into areas of the supply chain I have not yet explored in depth. Understanding these aspects will allow me to appreciate the complexities that exist in the production, processing and distribution of red meat. This knowledge will enable me in my current role to contribute more effectively to discussions and decision-making processes that impact the entire supply chain.

“Working closely with an industry leader in a different area, such as processing or retail, will provide me with practical, hands-on experience and a deeper appreciation of the challenges and opportunities that exist beyond a livestock market. Collaborating with other participants will enhance my ability to analyse issues within the supply chain, ultimately contributing to the wider industry’s knowledge base.”

Name: Louise Lawton

Location: Pontypridd

Occupation: Meat specialist butchery counter, Waitrose and Partners

“Having grown up on a working beef and sheep farm and now working in the butchery industry, I am looking forward to meeting leaders in Wales’ meat industry, learning from their experiences, and building my own networks within the industry. The knowledge the programme has to offer will be invaluable. It will give me a real sense of the part I play in the industry and how I can communicate this to our customers.

“I am looking forward to meeting up with the group, working together, collaborating on our project, and ultimately developing our skills and sharing our own knowledge and experiences with each other. Meat Minds appealed to me as this is an opportunity to both work towards a project whilst also learning from the experience of the mentors, all within a Welsh setting.”

Name: Craig Holly

Location: Talywain, Pontypool

Occupation: Butchery training officer, Cambrian Training

“I have over 13 years butchery experience, winning Welsh Butcher of the Year on several occasions and the World Butcher’s Challenge. I hope to gain an increased knowledge of the wider supply chain that I can pass onto those that I train as butchers in the industry. I wanted to join Meat Minds to increase my understanding of the supply chain. Having been a butcher for 13 years, I’ve learnt all aspects of the final product but little about everything involved beforehand.

“I’m looking forward to meeting people from different sectors and learning from them as well as my mentor. Meat Minds appealed to me because it’s an opportunity to broaden my knowledge and connections within the industry. This also gives me a chance to work with HCC which is having a positive effect on the industry.”