The sustainability story of PGI Welsh Lamb and PGI Welsh Beef, as well as their nutritious and delicious taste credentials were at the top of the agenda when Hybu Cig Cymru – Meat Promotion Wales (HCC) welcomed a trade delegation from Italy to help strengthen export relationships.
During the visit, which included a tour of the processing facilities at Kepak’s Merthyr Tydfil site and a tour at Newton farm, a beef and sheep enterprise near Brecon, delegates saw first-hand how Welsh Lamb and Welsh Beef is produced and prepared for the UK food chain and export markets such as Italy.
The visit follows industry engagement activity last year when HCC organized 2 events for this important export market, including a Masterclass at an Italian Foodservice Company, where HCC presented to sales team members and hosted a Gala Dinner to showcase Welsh Lamb in Venice.
Welcoming the delegation to their farm was the Roderick family who farm beef and sheep in the Usk Valley near Brecon. They have a herd of 100 stabiliser cows selling finished beef as well as breeding bulls and heifers. They run 1100 ewes and are transitioning from a bought in Suffolk x replacement system, lambing indoors to a self-replacing composite ewe, lambing outside. They grow some arable crops, fodder beet, swedes and a diversity of leys. The aim is to maximise output from what can be sustainably produced on the farm, reducing the amount of bought in feed and fertilizer.
Richard showed the Italian lamb and beef buyers their farming system and said: “It was great to have the sun shining to discuss the production of lamb and beef on family farms across Wales. The Italians were impressed to hear about the natural and sustainable way livestock in Wales is reared along with enhancing biodiversity and protecting water quality.”
Commenting on the visit, HCC’s Head of Strategic Marketing and Connections, Laura Pickup, said: “It is always a pleasure to showcase what makes Welsh Lamb and Welsh Beef a premium product at home and abroad. Through visits like this we are able to connect our customers in crucial markets with the grass roots producers and they are able to see for themselves what makes our red meat sustainable and also experience the professional manner in which it is prepared for export.”
Leighton Jones, Kepak’s Senior Procurement Manager said: “Kepak was delighted to host this visit and to have the opportunity to showcase the dedication of farmers like the Roderick family in sustainably producing PGI Welsh Lamb and PGI Welsh Beef for the Kepak supply chain. It was also an excellent opportunity to demonstrate at first hand the recent significant investments in our state-of-the-art facilities at Kepak Merthyr.”
