Flying the Flag for Wales’ iconic red meat brands

Midweek ready-to-cook gastro-meals, thirty-minute easycook suppers and small joint, weekend roasts with a twist are three new and innovative consumer-friendly Welsh Lamb product development areas that could be worth millions each year to the Welsh red meat supply chain.

Gwyn Howells, Hybu Cig Cymru – Meat Promotion Wales’ (HCC) Chief Executive, will report the initial findings of a detailed report and analysis of UK consumer trends and tastes by the influential Kantar Worldpanel at HCC’s annual conference this Thursday, 10 November, at Tŷ Menai, Parc Menai, Bangor.

HCC commissioned the survey to help identify any shortcomings in new product development capacity within the industry and will use the information to begin a twelve month survey and appraisal of the industry’s opportunities, aiming to add considerable value to the existing market offering.

“Kantar Worldpanel is a long-standing and highly respected partner for the Welsh industry and their latest substantial consumer insight offers a very useful starting point to our ambition to spot any new consumer-driven opportunities in the marketplace” said Mr. Howells. “They have identified midweek meals, quick cook solutions and new weekend roast trends that could boost the UK industry returns by as much as £148m.

“We’ll go through the data carefully and then meet with our partners in the Welsh industry to relate opportunities in a bid to extend the returns for every Welsh lamb reared and sold,” he added.

The Conference promises to be a fascinating event with key themes and issues affecting the industry in Wales being deliberated and discussed against a dramatically different political, UK and European landscape.

The line-up will include the Cabinet Secretary for Environment and Rural Affairs, Lesley Griffiths AM; David Hughes, Emeritus Professor of Food Marketing at Imperial College London; HCC’s Chief Executive, Gwyn Howells; Welsh Government Director of Agriculture, Food and Marine, Andrew Slade; HCC’s export agent in Scandinavia, Ken Sørensen; and HCC Scholars and farmers Huw Williams and Richard Roderick.

Chairing the conference will be HCC Chair, Dai Davies: “Levy payers and anyone with an interest and involvement in the red meat sector are encouraged to attend the HCC Conference this year.

“We are very privileged to be joined by Professor Emeritus David Hughes, an expert on the food industry who is in demand worldwide as a knowledgeable and entertaining speaker. We also look forward to an update from the Cabinet Secretary for Environment and Rural Affairs, who will play a key role in influencing the future direction of agriculture in Wales.”

The day’s proceedings will commence at 9:30am when levy payers are invited to join HCC Board Members for a question and answer forum.  

To register your interest in attending this free event, or for more information, please register on the HCC website – – or contact HCC on / 01970 625050.