Photogenic farmer fronts lamb drive

A sheep farmer from Llanrwst, North Wales, has been selected as the first face of Welsh Lamb by a panel of judges organised by Hybu Cig Cymru - Meat Promotion Wales (HCC).

Myrddin Davies, 26, who works on a 180-acre farm near Conwy with his parents Gwynfor and Myra, beat-off competition from farmers across the country to become the ambassador for Welsh Lamb to the whole of the UK.

Davies said: "As a patriotic Welshman and part of a traditional farming community, it is an honour to be able to promote Wales' world-famous lamb. I hope that the public will find my passion and dedication in rearing top-quality lamb infectious.

"Promoting a better understanding of this unique product and the crucial role that Welsh farmers play in producing top-quality food for the nation's dinner plates, while at the same time looking after the environment, is an exciting prospect. I'm looking forward enormously to the challenge."

An independent panel of judges, including Michelin-starred chef Antony Demetre, Farmers' Union of Wales president Gareth Vaughan and National Farmers' Union Wales deputy president Ed Bailey, chose Davies for the post, whose first job will be to attend a cookery demonstration with chef Demetre, who serves Welsh Lamb at his London restaurants.

HCC marketing manager Bill Joyce added: "Myrddin's understanding of the traditions and history of sheep farming in Wales, combined with his appreciation of the importance of provenance and traceability for modern consumers, really made him stand out. I am very much looking forward to working with him in the coming months."

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