The Strategic Action Plan for the Welsh Red Meat Industry

The Strategic Action Plan for the Welsh Red Meat Industry was launched on 28 April 2009 by Elin Jones AM, Minister for Rural Affairs in the Millennium Centre, Cardiff.

The Action Plan was developed by Hybu Cig Cymru - Meat Promotion Wales (HCC) in close consultation with the Welsh red meat supply-chain and the Welsh Assembly Government and provides strategic direction for the Welsh red meat industry by identifying strategic objectives, actions and outcomes which 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 £363 million (in 2007).  

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 within the Action Plan:

 

  • 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

 

  • 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 Assembly Government, HCC and the Welsh red meat industry is essential to progress the objectives and implement the actions.  Full engagement of all stakeholders across the supply-chain is necessary. 

Delivery of this Action Plan is funded primarily by Welsh Red Meat Levy and Rural Development Plan funding.

To view the Action Plan, click here