From consulting with industry to cooking with consumers, Hybu Cig Cymru – Meat Promotion Wales (HCC) will have a busy schedule of events at this year’s Royal Welsh Show (Monday 21 – Thursday 24 July 2025).
HCC’s presence will form a key part of its engagement work around Vision 2030 – an important strategic document that sets the organisation’s direction and confirms its priorities in terms of industry support for the next four years.
An online survey has been open since mid-June, providing levy-paying producers with an opportunity to share their views on challenges and future opportunities. This survey will be available to complete on the HCC stand, or alternatively, stakeholders can attend the informal drop-in sessions or arrange a meeting with HCC staff to contribute to the process and help shape the future of the red meat industry.
Vision 2030 will also be highlighted during the HCC Breakfast. Held on the first morning of the Show, it features HCC Chair Catherine Smith and Huw Irranca-Davies MS, Deputy First Minister and Cabinet Secretary for Climate Change and Rural Affairs.
The second cohort of HCC’s Meat Minds programme will be announced, as well as the winner of the HCC Scholarship 2025. These HCC initiatives aim to work with forward-thinking and ambitious individuals within Wales’ red meat sector who are keen to develop and drive the industry forward.
Elwen Roberts, HCC’s Consumer Executive will deliver several cooking demonstrations, including one on ‘forgotten meats’ such as lamb’s liver. This will highlight HCC’s involvement in the SMART Nutrient Cymru project which involves working with industry partners to seek new ways to maximise the use of valuable nutrients and minimise losses along the supply chain.
We look forward to welcoming a star-studded list of guests to join us in the kitchen. They include our new brand ambassador and Welsh rugby legend, Jonathan ‘Fox’ Davies; Olympic athlete, Adele Nicoll; gardener and S4C regular, Adam yn yr Ardd; singer and entertainer, the Welsh Whisperer; and children’s TV character, Hywel y Ffermwr.
Wales boasts a number of PGI/PDO approved products, which of course include Welsh Lamb and Welsh Beef. HCC will be welcoming PGI/PDO producers from the Royal Welsh Food Hall to discuss and sample the array of products and what makes them so special.
HCC’s Events Executive, Medi Jones-Jackson, said: “We are looking forward to a busy and productive time at the Royal Welsh Show, and are excited for the return of our popular cooking demonstrations. It is a fantastic opportunity to showcase the industry’s premium red meat products and provide consumers with cooking ideas and inspiration, with the help of a few famous faces!
“We would also encourage levy payers to visit our stand - located in the usual spot between the food hall and shearing centre - and support the development of Vision 2030 by simply sharing your thoughts and ideas for the industry. Your views count so do come and see us to make them heard. A warm welcome awaits.”
The following activities are scheduled (exact timings subject to change). Members of the press and media are welcome to attend, please contact the HCC press office to confirm your attendance, to arrange media interviews or photo opportunities.
Monday 21 July 2025
| 08:00 | HCC Chair’s Breakfast (invite-only event) |
| 11.00 | Brand Ambassador 2025 Come and meet our new 2025 Brand Ambassador, Jonathan ‘Fox’ Davies. |
| 13:00 | Brand Ambassador 2025 Our new Brand Ambassador, Jonathan ‘Fox’ Davies cooks alongside Elwen Roberts (HCC) |
| 15:00 | Welsh Whisperer The singer and entertainer joins us for a cookery session. |
| 16:00 | Meat Minds 2025 Reception A session to celebrate the end of the project’s first year and to announce the participants for 2025/26. |
Tuesday 22 July 2025
| 09:00-11:00 | Drop in session Come and discover more about HCC’s Vision 2030 and share your views to help shape the industry’s future direction. |
| 11:00 | Adam yn yr Ardd The gardener Adam Jones joins us for a cooking demonstration (Welsh language session). With kids’ activity. |
| 12:00 | Forgotten Meats Cooking demonstration looking at how to use forgotten meats in the kitchen and their nutritional benefits. |
| 14:30 | 'Nutrient rich or down the drain?' Dr Christina Marley (IBERS) and Dr Heather McCalman (HCC) will discuss 'getting smart with nutrients', a project that spans from farm to fork. |
| 16:00 | Projects reception Networking event and an opportunity to learn more about HCC’s numerous farmer-facing projects. |
Wednesday 23 July 2025
| 09:00-11:00 | Drop in session Come and discover more about HCC’s Vision 2030 and share your views to help shape the industry’s future direction. | |
| 10:30 | Cookery Demonstration with Adele Nicoll Athlete Adele Nicoll joins us to discuss the importance of eating red meat and iron for her fitness journey. With kids’ activity. | |
| 11:30 | Hywel y Ffermwr An opportunity for younger visitors to join Hywel y Ffermwr (Fferm Fach S4C) for a hands-on cookery session. | |
| 13:00 | Cookery Demonstration with Adele Nicoll Athlete Adele Nicoll joins us to discuss the importance of eating red meat and iron for her fitness journey. With kids’ activity. | |
| 15:00 | Cooking Demonstration HCC’s Elwen Roberts cooks up recipes from our summer recipe collection.
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Thursday 24 July 2025
| 09:00-11:00 | Drop in session Come and discover more about HCC’s Vision 2030 and share your views to help shape the industry’s future direction.
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| 11:00 | Meet Wales’ PGI/PDO producers A chance to meet and sample the array of PGI/PDO food delights from Wales. |
| 12:00 | HCC Scholarship reception The winner of the 2025 HCC Scholarship will be announced. |
| 13:00 | Cookery Session Elwen Roberts (HCC) showcases HCC’s new Porc recipes. |
