New Welsh brand to boost Anglesey meat

A new quality scheme and brand is hoping to add momentum to sales of meat from Wales. The Anglesey Grazing Animal Partnership (AGAP) launched its quality assurance scheme at the island’s county show today (Weds) which will be used to market the region’s meat on ethical grounds.

The scheme aims to highlight the excellent husbandry skills of members, who aim to produce meat from land managed to benefit wildlife, with criteria covering feed, welfare standards, production methods and meat maturation.

The brand aims to emphasise the wildlife-friendly credentials of meat that has been reared on sand dunes, wind-blown heathlands and coastal salt marshes, with a focus on traditional breeds.

AGAP was launched two years ago to promote wildlife and manage habitats using traditional grazing animals. It now has 18 farmer members and covers 340 hectares on the island. At present, the scheme includes a range of cattle breeds, including Herefords, Welsh Blacks, Dexters and Belted Galloways.

The organisation hopes the development of the brand and marketing scheme will help ensure the commercial viability of its project.

Sales are initially expected to be focused on the more local North Wales market, according to local paper reports.


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