New markets make meeting consumers’ needs more important than ever for farmers

Changing patterns of world trade after Brexit, as well as changing tastes of domestic customers, will make producing meat which the consumer wants ever more important, according to red meat levy body Hybu Cig Cymru – Meat Promotion Wales (HCC).

As part of its Industry Development activity at the Royal Welsh Show on 24-27 July, HCC will be demonstrating how farmers can use the latest technology to monitor their animals’ progress, and promoting its programme of ‘Livestock Selection’ courses. Experts will also be on hand on the HCC Industry Development stand, located within the NSA building.

Beef, lamb and pork consumers in various countries around the world often prefer different specifications of carcases and cuts. Work is ongoing to establish access for red meat from Wales to new world markets such as the USA, China and the Middle East, while it is uncertain whether there will be such demand in Europe after Brexit in 2019.

“With the outlook for trade so uncertain, it’s more important than ever that farmers produce as far as possible what the market demands,” said HCC Industry Development Executive James Ruggeri.

“At the Show, the key focus of the activities on the HCC Industry Development Stand will be the monitoring and measuring of animals that helps meet market requirements,” explained James. “We’ll be demonstrating the latest technology and providing a wealth of specialist literature, all of which is designed to help farmers produce as efficiently as possible.

“Visitors can also try their hand at our two competitions – guessing the weight of lambs on our stand and grading carcases,” said James. “We’ll also be signing up people for our popular Livestock Selection courses which help foster understanding between farmers and abattoirs.”