Welsh red meat trade sets out strategic plan

A new strategic plan for the Welsh red meat industry will aim to increase sales by at least 34% to £776 million a year by 2020, Hybu Cig Cymru - Meat Promotion Wales (HCC) has reported.

The 2020 plan also stated the industry should increase its share of Welsh agricultural output by at least 5% to £624m over the same period.

HCC said these increases would see the red meat industry help boost the entire Welsh food and farming industry by at least 14% in five years to £6.5bn.

The two main priorities of the strategic action plan are: to increase demand for Welsh red meat products, thereby increasing sales and returns; and to improve production efficiency, thereby increasing quality supply, while maintaining the environment and landscape of Wales.

“It’s now time for everyone in the industry to have their say about the future direction of the Welsh red meat sector,” said HCC chief executive Gwyn Howells. “I would urge everyone who cares about its future to take part in the consultation process.

“In an increasingly competitive global marketplace, it is important that we continue to be dynamic in further developing our industry.

“If we are to safeguard the long-term future of the red meat industry and sustain the sector’s contribution towards a thriving rural economy, then we must embrace the latest production and processing methods to enable us to compete effectively with our rivals.

“This is an ambitious plan, but I am confident that if the entire industry continues to work closely together we can meet these bold targets.”

Meanwhile, Welsh red meat has increased its share of the British retail market by £64m over a 10-year period.

“These targets can only be met if the entire supply chain – including farmers, processors and retailers – work in harmony to build on our previous success to ensure a long-term and viable future for everyone,” Howells concluded.

HCC reported it would now enter into an eight-week consultancy process to implement the plan.

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