Meat Promotion Wales - English

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CONFERENCE UPDATE FOR HCC STAKEHOLDERS

Autumn 2004

HCC – Making The Difference

PGI: Our Mark Of Distinction Butchers Strike

GOLD p.8

COURSE WORK p.5

SAM TÂN –

SPEAKERS’ CORNER Spring

He’s Our Man p.3

Conference Report p.7

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PGI GIVES WALES THE EDGE

by Rees Roberts, HCC Chairman

Welcome to Hybu Cig Cymru’s Autumn Bulletin, aiming to bring you and our other stakeholders up to date with HCC’s activities at home and abroad on your behalf.

Our industry has won an important marketing edge by securing PGI status for Welsh Lamb and Welsh Beef – one that HCC has strongly promoted over the past year.

PGI – Protected Geographical Indication status – prevents imitation, is a fillip for producers, gives an extra boost to exporters and reassures buyers – all helping to give Welsh red meat a competitive edge.

HCC’s work with PGI, along with our wide range of other activities to support the Welsh red meat supply chain, is featured in the following pages.

I hope you find them of interest.

MEET THE TEAM

SIAL of Approval For PGI Welsh Meat

It’s PGIdeal! Welsh red meat’s new PGI EU status has won plenty of friends across the continent this year – including a major new Italian supermarket chain.

The new forty-store hypermarket deal was agreed at five-day Paris trade show SIAL, where HCC, helped by Welsh Assembly Government Minister Carwyn Jones (pictured above with Stewart Pope, HCC Marketing Manager) brings together Wales’ leading exporters and European buyers.

HCC Chairman Rees Roberts told

GWYN HOWELLS, HCC Chief Executive

PRYS MORGAN, HCC Industry Development

HCC Bulletin 2

buyers the PGI success story. “Welsh Lamb and Welsh Beef PGI-branded products now carry an EU assurance of origin, quality and traceability,” he said.

“You can be totally confident that when you buy Welsh Lamb or Welsh Beef PGI products – they carry an assurance of origin, quality and traceability.

“And of course – first class taste and flavour.”

Published by: Hybu Cig Cymru/Meat Promotion Wales PO Box 176, Aberystwyth. SY23 2YA e-mail: enquiries@hccmpw.org.uk website: www.hccmpw.org.uk Telephone: 01970 625050

STEWART POPE, HCC Marketing

BRYAN REGAN, HCC Finance and Administration

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FRENCH LESSONS Welsh farmers made a three-day fact-finding tour to a French farm and supermarket.

The forty farmers gained a greater understanding of European competitors and market needs. They were also HCC’s producer representatives on stand for a day at the Paris trade show, SIAL. “HCC was pleased to match-fund this fact-finding tour. The group was able to learn more about European demand during the visit,” said Prys Morgan, HCC Industry Development Manager.

Sali And Sam Cater For Kids Welsh TV favourites Sali Mali and Sam Tân visited HCC’s first-ever Children’s Day at the Royal Welsh Centenary Show.

The popular S4C characters helped hand out free gifts to children visiting the stand – where they learned about the benefits of a healthy diet.

For the first time at a show HCC laid on specially devised bilingual interactive games for the children to discover food facts and pick up health hints.

HCC Bulletin 3

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L A Y RO LSH WE

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It’s SHOWTIME

The Royal Welsh Show Is Still Everyone’s Favourite Everyone loves the Royal Welsh Show and HCC played a leading part in the Centenary party.

The Show is always the highlight of the agricultural year and proved a high profile and busy week for HCC staff and stakeholders.

Carwyn Jones, Minister for Environment, Planning and Countryside, was guest speaker at HCC’s on-stand breakfast.

Visitors were able to find out about the wide range of industry support work undertaken on their behalf over the past year and Welsh companies linked up with buyers at the annual showpiece.

Top chefs (far right) cooked up plenty of interest at HCC’s stand, demonstrating mouthwatering recipes that proved popular with Royal Welsh Showgoers and Chairman Rees Roberts (pictured right).

Showgoers throng to HCC’s stand and hear WAG Minister Carwyn Jones (right).

It’s Fingerprintin’ Good!

HCC’s latest research project – using DNA genetic fingerprinting techniques – may give Welsh farming a vital edge.

A new HCC traceability parentage trial was launched on three farms in November to see if the blood test-based scheme can be used to back up the PGI status of Welsh red meat products.

Cyril Lewis (pictured middle right) of CAMDA, is helping to trial the New Zealand Catapult Shepherd scheme.

The performance recording trials will run until April 2005, when a full assessment of viability will be made.

HCC Bulletin 4

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On Course To To A Choice Selection A very worthwhile exercise that can save money and takes up just a few hours of a farmer’s time – that’s the verdict of a team of industry leaders on Hybu Cig Cymru’s courses on how to select finished lambs.

“It’s human nature that farmers think they are the best judges of their own stock,” said NFU Cymru President, Peredur Hughes, “But I’ve been judging lambs all of my life and I’ve certainly learned something here today.”

FUW Vice President Alan Gardner agreed. “That’s why it is so important to get farmers to attend these special days – so that they can see how good their judgement of their animals really is.

“Farmers must hone their skills – post-CAP reform it will be important if extra pounds can be made on each carcass.”

Thirty, three-hour courses at abattoirs throughout Wales cover the following topics:

Alan Gardner, FUW Vice President; Peredur Hughes, NFU Cymru President; Louise Owen, Wales YFC representative; Graham Shortland, MD Hamer Int. and Gerwyn Davies, Farming Connect Facilitator, joined others for HCC’s “Selection For Slaughter” course, at Hamer International’s plant at Llanidloes.

To book a course at a local abattoir contact HCC’s Dewi Hughes on 01970 625050.

The EUROP grid Killing out percentage Characteristics of breeds Current consumer demand Abattoir requirements Hygiene requirements - farm and abattoir “These Farming Connect courses seek to raise awareness of consumer and market demands by giving hands-on experience in selecting live lambs,” said HCC’s Technology Transfer Officer, Dewi Hughes.

As Seen On TV HCC is telling millions of TV viewers across England and Wales that Welsh Lamb is “Passion On A Plate”.

A new HCC television advertising campaign for Welsh Lamb hit TV screens during November.

The advert’s slogan – “Passion On A Plate” – follows shots of a Welsh lamb joint that is lovingly cooked and served up, accompanied by the voice of Welsh actor Phillip Madoc.

“We have made a food-lover’s advert recreating lamb’s “sizzle appeal” to get the tastebuds going,” said HCC’s Marketing Manager, Stewart Pope.

“Our consumer research told us there was scope to develop the influential ABC 1 audience in England and Wales.”

HCC Bulletin 5

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Demo Days Point Point The Way Way Add new skills to best practice and keep your business ahead of the game – that’s the message behind HCC’s Farming Connect Demonstration Farm Programme.

Eight working farms, owned and managed by commercial farmers, are backed up by HCC’s technical and specialist advice.

Regular open days and farmer-run business development meetings ensure a wide number of enthusiastic producers learn how to fuse traditional techniques with the latest technology.

Farm open days demonstrate methods of improving commercial performance on the farm. A team of specialist advisers work closely alongside each of the Welsh demonstration farms, to advise and monitor performance and the results are made available in newsletters and the HCC website – www.hccmpw.org.uk

Brian Bown, above, of Tre Wyn Farm, Anglesey, an HCC Demonstration Farm.

Julie Jones, left, brings farmers up to date on HCC work.

Products On Parade HCC showcases the pride of Welsh Lamb and Welsh Beef when exhibiting at events in the UK and Europe.

“We like to show off the very best of our industry’s products wherever we go – whether Builth Wells or Barcelona,” said HCC Chief Executive Gwyn Howells.

“A display cabinet full of quality joints, cuts and multiple packs, all bearing our easily distinguishable branding, firmly flies the Welsh flag – and always attracts plenty of attention,” he said.

HCC Bulletin 6

CAMDA BONANZA The October CAMDA Ram sale saw average ram prices soar to nearly four times that of 2003 values, reinforcing the link between HCC-supported breeding programmes and enhanced market value. Sale averages on the day for rams was £1,257 compared to last year’s £317.

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Trend Spotting Spring Conference Speakers Look To The Future Lars Hoelgaard, Director of Livestock Products, DG Agriculture at the European Commission, led a team of top speakers at HCC’s Spring Industry Briefing 2004 at Aberystwyth.

His keynote address focussed on a number of topics – CAP reform, EU Agricultural policy, European enlargement, international trade and the World Trade Organisation talks and their impact on the livestock sector.

Rory O’Sullivan, Head of Agricultural & Fisheries Policy Division at the National Assembly For Wales, also led a session on “Implementing The Technicalities Of CAP Reform In Wales.” HCC Scholar, Richard Tudor (pictured bottom right) spoke on Farming in South America.

HCC’s own industry team spoke on marketing, promotion and industry development issues and detailed the work the red meat body had carried out in the previous ten months, since launch in April 2003.

“The conference brought together stakeholders from across Wales to discuss market trends, industry advancements and political issues of direct relevance Lars Hoelgaard (third left and above, speaking) and Rory to the red meat supply chain O’Sullivan (fourth left) joined HCC’s Chief Executive Gwyn here,” said HCC Chief Executive Howells (left) and Chairman Rees Roberts (second left) at the Gwyn Howells.

HCC Spring Conference.

On The Road With Elwen…

HCC toured schools and colleges throughout Wales to show Welsh red meat is best in class.

Elwen Roberts, HCC’s Consumer Executive, organised two pan-Wales roadshows and met with education professionals to present HCC’s package of teaching materials.

A Spring school roadshow was launched

by Minister Carwyn Jones at Cardiff High School and went on to visit venues throughout Wales, encouraging children to learn about a balanced and nutritious diet.

Elwen hit the road again in Autumn with the HCC College Roadshow. This tour helped students understand – through free tuition – the benefits of adding Welsh red meat to the menu.

HCC Bulletin 7

“The conference brought together stakeholders from across Wales to discuss market trends, industry advancements and political issues”

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Butchers Strike Gold Eleven butchers from across Wales won top honours and gold trophies at HCC’s firstever All Wales Meat Awards Final at Newtown in July.

The finalists beat off the competition in earlier north and south Wales heats held in Llandudno and Swansea. Over 500 products were entered overall in the heats.

Respected industry figures and consumer representatives professionally evaluated the finalists.

Scholar’s Success Bryn Hughes, (pictured right) and Nigel Scollan won this year’s Farming Connect Sheep and Beef Development Programme Scholarship.

Bryn, farm manager at the Coleg Gwent farm in Usk, Gwent, studied the American quality beef industry in Illinois, before travelling westwards through Iowa, Wisconsin, Wyoming and Montana.

Nigel Scollan, principal research scientist at the Institute of Grassland and Environmental Research, (IGER), at Aberystwyth will be studying the current state and future direction of the Australian beef industry in February 2005.

On their return, they will present details of their tour to the Welsh farming industry.

CONF EREN

CE UPDA TE FOR HCC STAK EHOL

Keeping In Touch DERS Autu mn

HCC – M The Diff aking erence

PGI: Our Of Distinc Mark tion Butchers Strike

GOLD p.8 SAM TÂN

He’s Our

–

Man p.3

COUR WORK SE p.5 SPEAKE CORN RS’

Conferen ER Spring ce Repo rt p.7

2004

Keeping you in touch with the worldwide market- that’s HCC’s new website – www.hccmpw.org.uk – with more than 1500 lively pages.

Tens of thousands of visitors each month view a popular, updated market price section and check out news of HCC’s wide range of activities.

On-site, farmers can sign up for free weekly Welsh Lamb and Welsh Beef market prices sent direct to their mobile phone.

Readers will find the latest market intelligence in a monthly downloadable Welsh Market Bulletin; info on breeding, benchmarking, demonstration farms and animal health plans and consumer tips, cookery events and recipes.

HCC Bulletin 8

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Think Herd Health

– Boost Profits Using a Herd Health Scheme can boost your gross margins by up to 20% a year – worth around £75 per cow.

Testing to maintain herd health is available with HCC’s Farming Connect support to Welsh beef farmers.

HCC figures show that herd gross margin (before forage) rose by £4,875 from £24,470 to £29,345- equivalent to selling nine additional calves each year.

Higher sales were achieved by increasing conception rates from 79% to 93%, and by decreasing calf mortality from 12% to 8%.

“Dealing with disease problems will allow surplus breeding stock to be sold for a premium in future,” said HCC Industry Development Manager Prys Morgan. One farmer who successfully applied to use the scheme was Alun Edwards (pictured above), of Cae Coch, Dolgellau.

NEWS BITES • NEWS BITES • NEWS BITES • NEWS BITES

EID triali st, Greg

Evans

The search is on for a simple system of low-cost electronic identification to boost red meat traceablility and ease Welsh farm management.

The Welsh Electronic Identification (EID) Evaluation Project, delivered in association with the Institute of Grassland and Environmental Research (IGER) and funded by Farming Connect, is a two-year HCC project looking at four different electronic systems. Some 32 Welsh enterprises (17 sheep and 15 cattle) joined the national trials, due to conclude mid-2005.

“We are seeking a system that meets EU legislation, is functional for the farmer and easy on the pocket,” said Prys Morgan, HCC’s Industry Development Manager.

© British Wool Marketing Board

EID: The Race To Trace

TECH HELP

SHORN FREE

A range of technical booklets written by HCC’s Industry Development Team and covering advice and practical information for the farmer are available for download from www.hccmpw.org.uk

Free shearing training courses were a big hit with almost 500 farmers across Wales. HCC’s link-up with the British Wool Marketing Board opened the door to 90 days of free training this year.

HCC Bulletin 9

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Promo Push Push ‘Ads’ Value ‘Ads’ Value The unique merits of quality red meat from Wales were widely featured in promotional campaigns in UK independent butchers and supermarkets.

HCC supplied independent retail butchers across Wales with a range of point-of-sale (POS) kits to help promote Welsh Lamb and Welsh Beef.

In-store point-of-sale materials, a window frieze and posters spearheaded Wales’ first-ever St David’s Day promotion for retail shops and independent retail butchers. Next up in May was a kit to mark the beginning of National Barbecue Week, comprising of posters, window banners and consumer recipes.

Heartwarming recipes – “Autumn Comforts” – were the centrepiece of a POS kit depicting three new dishes for Welsh Lamb and Welsh Beef along with recipe booklets.

An additional Christmas kit will be provided in time for the festive period. The new kit highlights the increasing trend of eating beef and lamb at Christmas.

A set of supermarket pointof-sale materials, including shelf barkers and gondola ends, highlighted quality Welsh Lamb and Welsh Beef products and additional activity included in-store competitions emphasising PGI status.

A range of trade and consumer magazine adverts were strategically placed to inform consumers and retailers.

“Throughout the year the new Welsh Lamb and Welsh Beef logos have been in front of consumers across England and Wales,” said Stewart Pope, HCC Marketing Manager.

“Shoppers see Welsh products on television, in the press, in stores and on the shelves – helping our industry to differentiate from the competition.”

Pictured are just a few of the range of promotional materials produced this year.

SHELF SERVICE Promoting the PGI message – that’s a new shelf barker, which stresses to shoppers the merits of PGI status Welsh Lamb and Welsh Beef.

“Supermarket visitors who see the promotional shelf clip are left in no doubt that a succulent treat is close at hand,” said Stewart Pope, HCC’s Marketing Manager.

HCC Bulletin 10