Following his appointment as permanent chairman of Hybu Cig Cymru – Meat Promotion Wales (HCC), through a public appointments process led by Welsh Government, Kevin Roberts has outlined the crucial role of the red meat levy body in the changing times facing the agricultural industry over the next few years.
A former Director General at both the National Farmers Union and the Meat and Livestock Commission, Mr. Roberts takes the helm determined to push ahead with the work of developing strategic plans for a post-Brexit future for Welsh lamb, beef and pork.
“I’m delighted to have been appointed to lead HCC through a period when the organisation’s work in developing markets for our produce and ensuring the industry is fit for the future is more acutely needed than ever,” said Kevin Roberts.
“A third of Welsh Lamb is exported to the EU every year, so Brexit means that this is an uncertain time,” he commented. “This period of change is a chance to come together as an industry to find distinctive Welsh solutions to ensure that agriculture is profitable and resilient, and HCC has a vital role in developing our existing markets at home and abroad, as well as working with partners in Government to gain access to new countries.
“Exports are vital to the profitability of our whole industry, and our PGI Welsh Lamb and PGI Welsh Beef brands are recognised throughout the world as marks of quality” he added. “HCC’s work in the UK market, in education and public procurement, as well as its role in helping to drive industry profitability, is also crucial.
“I look forward to working with the new Board, who have a wide range of skills and great enthusiasm for their task, as well as the dedicated team of staff. We have already started work on setting a bold direction for the next few years, and I look forward to saying more about our future challenges and plans at the Royal Welsh Show.”