Tŷ Rheidol,
Parc Merlin,
Aberystwyth
SY23 3FF
Hybu Cig Cymru – Meat Promotion Wales (HCC) is continuing to explore new ways of connecting with consumers, by utilising AI platforms to advertise PGI Welsh Lamb and PGI Welsh Beef. As part of the current ‘Look for the Logos’ campaign, HCC recently trialled advertising through ChatGPT, extending reach beyond traditional social media, video … Continued
By Siwan
Welsh Government has announced the membership of the Expert Working Group that will help shape the National Food Strategy for Wales. Among those appointed is a representative from HCC, helping to bring the perspectives of the Welsh red meat industry to discussions as the group works to identify priorities and practical actions that support a … Continued
This year’s PGI Welsh Lamb and PGI Welsh Beef campaign has expanded its reach across Wales through television, digital media, AI-powered platforms, consumer events and strategic media partnerships. Hybu Cig Cymru’s ‘Naturally Local. Look for the Logo’ campaign has continued to build momentum from its launch at the end of July, increasing awareness of Welsh … Continued
Inflation and high farm input costs continue to significantly challenge the agricultural sector, impacting profitability and complicating decision-making for Welsh farmers. To better understand these issues, Hybu Cig Cymru (HCC) has surveyed Welsh farming businesses every year since September 2022. HCC now invites farmers across Wales to participate in a fifth survey to assess current … Continued
By Siwan
Hybu Cig Cymru – Meat Promotion Wales (HCC) is gearing up for an exciting new chapter as four non‑executive directors join its Board, bringing fresh energy and strong sector know‑how. Their arrival comes at an opportune time, coinciding with the publication this month of HCC’s new strategic plan for the industry, ‘Red Meat Industry: Delivering … Continued
By Siwan
The Welsh Government has confirmed £3 million of funding over the next three financial years to continue the Welsh Sheep Genetics Programme (WSGP), supporting Welsh sheep farmers to improve efficiency, productivity and environmental performance. From April 2026, Hybu Cig Cymru – Meat Promotion Wales (HCC) will take the lead on Phase 2 of the programme, marking a significant step forward in … Continued
By Siwan
Hybu Cig Cymru – Meat Promotion Wales (HCC) has outlined its priorities for the next four years with the publication of its strategic action plan, ‘Red Meat Industry Vision: Delivering Value for Wales’. The document, published today [10 March 2026], reveals three focus areas that will support the levy body’s mission of leading and supporting … Continued
By Siwan
The Welsh Government is seeking to appoint four new Non-executive Directors to join the Hybu Cig Cymru – Meat Promotion Wales (HCC) Board. Chaired by Catherine Smith, the board is comprised of individuals with varied experiences across the red meat supply chain. The members have a strong, sector‑wide skill set and experience spanning governance, agriculture, … Continued
Over the last six months HCC has been actively seeking to engage with the whole red meat supply chain in order to develop a fuller picture of the opportunities and threats we as an industry face to inform future priorities as part of our future strategy (Vision 2030). Engagement has included presence at 16 auction … Continued
By Laura
Commenting on the publication of the Senedd committee’s report HCC Chief Executive, José Peralta, said: “We welcome the Senedd committee’s timely recommendations and conclusions, which come at an opportune time for the industry as we look to finalise with levy payers a future delivery plan for 2026 and beyond (Vision 2030). To increase relevance and … Continued
