Eleri joins HCC team to boost red meat supply chains

Hybu Cig Cymru – Meat Promotion Wales (HCC) has boosted its Indsutry Development team with the appointment of Dr. Eleri Price as its Supply Chain Development Executive.

Eleri comes from an agricultural background, growing up on a sheep and dairy farm in Sennybridge in the Brecon Beacons, and now helps her partner who is Farm Manager at Ystradffin near Llandovery.

Previously to joining HCC she worked for a major retailer on a sustainable agriculture project across a range of different supply chains.

In 2015 she completed a PhD on breeding lamb for better meat quality, which involved the whole lamb supply chain from the ram breeder, farmer, abattoir, processor and retailer. Eleri is also a former HCC scholar, travelling abroad to study genetic selection for lamb meat yield and quality.

At HCC Eleri will work right across the Welsh red meat supply chains from farmers to processors and retailers, focusing on how to produce meat to modern consumers’ tastes and helping to drive efficiency improvements to benefit both producers’ bottom line and the environmental sustainability of the sector.

“Joining HCC as Supply Chain Development Executive gives me the opportunity to link up with all parts of the industry – from farm to fork!” said Eleri. “I look forward to the challenge, and to working with processors and partner organisations right across Wales.”

John Richards, HCC’s Industry Development Manager, said, “HCC is unique in having the remit to work right across the supply chain. Many of the key issues that our industry faces – ensuring that we produce what the modern consumer wants, improving lamb shelf-life, and boosting profitability and sustainability – has to encompass all parts of the industry working together.”

“I’m delighted that Dr. Eleri Price has joined the team,” he added. “With her expertise in genetics and eating quality, as well as her experience of working in the industry, she’ll be a great asset to this work.”