Strategic Action Plan for the Welsh Red Meat Industry

The Action Plan was developed by Hybu Cig Cymru – Meat Promotion Wales (HCC). This was in close consultation with the Welsh red meat supply-chain and the Welsh Assembly Government. It provides strategic direction for the Welsh red meat industry by identifying strategic objectives, actions and outcomes. These will seek to address the challenges and take advantage of the opportunities facing the industry.

The Welsh red meat sector (sheep, cattle and pigs) is an important primary production industry in respect of the rural economy and sustainable management of the landscape. Welsh red meat production contributes 43 percent of the annual total value of Welsh agricultural output, worth £361 million (in 2006).  

The following vision for the industry is identified within the Action Plan:

A profitable, efficient, sustainable and innovative Welsh red meat industry, which responds competitively to ever changing market trends and benefits the people of Wales.

The following strategic aims have been identified:

• To improve the industry’s level of understanding of market trends and influence consumer behaviour; 
• To foster innovation and improve supply chain linkages; 
• To improve the business performance of processors in response to changing market conditions, environmental requirements, climate change and consumer demands; and 
• To improve the business performance of primary producers in response to changing market conditions, environmental requirements, climate change and consumer demands.

Close partnership working between the Welsh Government, HCC and the Welsh red meat industry will be essential to progress the objectives and implement the actions.  Full engagement of all stakeholders across the supply-chain will be necessary.  

It is envisaged that delivery of this Action Plan will be funded primarily by Welsh Red Meat Levy and Rural Development Plan funding.

On 10 August 2010 the first annual monitoring report of the Action Plan was published by Elin Jones AM Minister for Rural Affairs.