Pork, lamb and beef interests in Wales have been challenged to collaborate to achieve a new set of “ambitious targets” compiled by Hybu Cig Cymru – Meat Promotion Wales (HCC) and launched today by the Welsh Assembly’s deputy minister for farming and food, Rebecca Evans.
Billed as a “fresh approach” to the future of the meat industry in Wales, HCC has produced a new strategic plan called “Twenty Twenty Vision”. Based on the results of a lengthy and extensive consultation exercise with all sectors of the pork, lamb and beef supply chain, including farmers, processors, retailers, auctioneers and the Welsh Government, it is designed as a “blueprint for a vibrant and profitable future for all”.
“Twenty Twenty Vision sets out the work that is needed by everyone to further develop the supply chain,” said HCC Chairman Dai Davies, urging all sectors to now collaborate to pursue the agreed targets.
“It’s for producers to improve efficiency and reduce costs; for processors to use the latest technology to streamline production and for retailers to get behind them and fully support their efforts. I feel confident that given the right support from all sectors of the supply chain, these targets can be achieved.”
Deputy minister Evans added: “Successful delivery of the action plan is vital to the wider vision of prosperity and resilience which I share with the industry for the whole of agriculture.”
The new strategy’s targets include:
- The industry should seek to increase sales of Welsh red meat by 34% to £776 million a year by 2020.
- On-farm output by 2020 should increase by at least 7% per cent to £31.5 million.
- The red meat sector should aspire to improve the turnover of the Welsh food and farming sector overall by at least 14% to £6.5 billion a year.
- The annual sales value for Welsh red meat within UK foodservice – restaurants, hotels and cafes – should increase by 17% to £42 million.
- Exports of Welsh red meat should increase by 41% to £314 million by 2020.