From consulting with industry to cooking with consumers, Hybu Cig Cymru \u2013 Meat Promotion Wales (HCC) will have a busy schedule of events at this year\u2019s Royal Welsh Show (Monday 21 \u2013 Thursday 24 July 2025).<\/p>\n
HCC\u2019s presence will form a key part of its engagement work around Vision 2030 \u2013 an important strategic document that sets the organisation\u2019s direction and confirms its priorities in terms of industry support for the next four years.<\/p>\n
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.<\/p>\n
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.<\/p>\n
The second cohort of HCC\u2019s 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\u2019 red meat sector who are keen to develop and drive the industry forward.<\/p>\n
Elwen Roberts, HCC\u2019s Consumer Executive will deliver several cooking demonstrations, including one on \u2018forgotten meats\u2019 such as lamb\u2019s liver. This will highlight HCC\u2019s 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.<\/p>\n
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 \u2018Fox\u2019 Davies; Olympic athlete, Adele Nicoll; gardener and S4C regular, Adam yn yr Ardd; singer and entertainer, the Welsh Whisperer; and children\u2019s TV character, Hywel y Ffermwr.<\/p>\n
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.<\/p>\n
HCC\u2019s Events Executive, Medi Jones-Jackson, said: \u201cWe 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\u2019s premium red meat products and provide consumers with cooking ideas and inspiration, with the help of a few famous faces!<\/p>\n
\u201cWe 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.\u201d<\/p>\n
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. <\/strong>\u00a0<\/strong><\/p>\n Monday 21 July 2025<\/u><\/strong><\/p>\n \u00a0<\/strong><\/p>\n Come and meet our new 2025 Brand Ambassador, Jonathan \u2018Fox\u2019 Davies.<\/td>\n<\/tr>\n Our new\u202fBrand Ambassador, Jonathan \u2018Fox\u2019 Davies cooks alongside Elwen Roberts (HCC)<\/td>\n<\/tr>\n The singer and entertainer joins us for a cookery session.<\/td>\n<\/tr>\n A session to celebrate the end of the project\u2019s first year and to announce the participants for 2025\/26.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n <\/p>\n Tuesday 22 July 2025<\/u><\/strong><\/p>\n Come and discover more about HCC\u2019s Vision 2030 and share your views to help shape the industry\u2019s future direction.<\/td>\n<\/tr>\n The gardener Adam Jones joins us for a cooking demonstration (Welsh language session). With kids\u2019 activity.<\/td>\n<\/tr>\n Cooking demonstration looking at how to use forgotten meats in the kitchen and their nutritional benefits.<\/td>\n<\/tr>\n Dr Christina Marley\u202f(IBERS) and Dr Heather McCalman (HCC) will discuss ‘getting smart with nutrients’,\u202fa project that spans from farm to fork.<\/td>\n<\/tr>\n Networking event and an opportunity to learn more about HCC\u2019s numerous farmer-facing projects.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n \u00a0<\/strong><\/p>\n Wednesday 23 July 2025<\/u><\/strong><\/p>\n Come and discover more about HCC\u2019s Vision 2030 and share your views to help shape the industry\u2019s future direction.<\/td>\n<\/tr>\n Athlete Adele Nicoll joins us to discuss the importance of eating red meat and iron for her fitness journey. With kids\u2019 activity.<\/td>\n<\/tr>\n An opportunity for younger visitors to join Hywel y Ffermwr (Fferm Fach S4C) for a hands-on cookery session.<\/td>\n<\/tr>\n Athlete Adele Nicoll joins us to discuss the importance of eating red meat and iron for her fitness journey. With kids\u2019 activity.<\/td>\n<\/tr>\n HCC\u2019s Elwen Roberts cooks up recipes from our summer recipe collection.<\/p>\n <\/td>\n<\/tr>\n\n\n
\n 08:00<\/td>\n HCC Chair\u2019s Breakfast (invite-only event)<\/td>\n<\/tr>\n \n 11.00<\/td>\n Brand Ambassador 2025<\/p>\n \n 13:00<\/td>\n Brand Ambassador 2025<\/p>\n \n 15:00<\/td>\n Welsh Whisperer<\/p>\n \n 16:00<\/td>\n Meat Minds 2025 Reception<\/p>\n \n\n
\n 09:00-11:00<\/td>\n Drop in session<\/p>\n \n 11:00<\/td>\n Adam yn yr Ardd<\/p>\n \n 12:00<\/td>\n Forgotten Meats<\/p>\n \n 14:30<\/td>\n ‘Nutrient rich or down the drain?’<\/p>\n \n 16:00<\/td>\n Projects reception<\/p>\n \n\n
\n 09:00-11:00<\/td>\n Drop in session<\/p>\n \n 10:30<\/td>\n Cookery Demonstration with Adele Nicoll<\/p>\n \n 11:30<\/td>\n Hywel y Ffermwr<\/p>\n \n 13:00<\/td>\n Cookery Demonstration with Adele Nicoll<\/p>\n \n 15:00<\/td>\n Cooking Demonstration<\/p>\n \n <\/td>\n <\/td>\n <\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n