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 the Welsh red meat industry to increase its market presence, economic resilience and global competitiveness whilst striving to have a positive environmental impact.
The priorities will look to: increase the volume and value of branded Welsh red meat sold; develop and lead the implementation of initiatives that improve economic and environmental sustainability; and lastly, provide a proactive, robust and evidence-based advocacy of the industry.
HCC Chair, Catherine Smith said: “HCC’s vision is for a competitive, profitable, efficient and sustainable red meat industry in Wales which embraces its social and environmental responsibilities. The newly published Vision will act as a blueprint for HCC to support and unite all elements of our sector and supply chain – from farmers to auctioneers, processors and the wider food sector – to bring about future success and growth for our industry.
“We are committed to enhancing the sector’s reputation and competitiveness, whilst also delivering for levy payers, consumers and the wider Welsh society.”
HCC consulted with stakeholders from across the red meat supply chain to develop the Vision, led by CEO José Peralta. He said: “After months of discussions and deliberations, we are excited to publish our Vision for the next four years and look forward to delivering on what we have set out to achieve. We will be taking a collaborative approach, which will involve working with partners across the industry who are driven by a common purpose. This will ensure that we operate efficiently and effectively and remain focused on delivering meaningful outcomes.
“HCC has a wide remit, and the sector presents us with several challenges that are often beyond our control. However, there are also numerous opportunities that we will continue to pursue to promote our country’s iconic red meat products.”
On looking towards the future, he added: “The next step will be to publish our Business Plan, which will outline how this strategy and the priorities identified will be delivered in detail. We plan to communicate that information to the industry during a series of stakeholder events across Wales, after the lambing period, in early summer.”
The full Vision document can be found here: Vision 2030 - Hybu Cig Cymru
