Innovation, and Trade in the Spotlight at Llanelwedd

by Owen Roberts, hCC Communications Lead

hoW the red meat industry can meet the challenge of a changing world will be the key theme of hybu Cig Cymru’s stands at the Royal Welsh Show, with a packed schedule of activities to tempt visitors and showcase our outstanding produce.

The changing needs of UK consumers will be a key theme, with a range of activities demonstrating the innovation in red meat products that’s taking place in Wales. A new product showcase on the Tuesday lunchtime will highlight some companies which are investing in innovative new Welsh Beef and Welsh Lamb lines, and there will be a demonstration by staff and students from Cardiff Metropolitan University of their new product development initiatives.

Additionally, we’re collaborating on a number of show events with leading UK supermarkets as we prepare for our summer promotional tour for PGI Welsh Lamb, and the ever-popular butchery demonstrations on the hCC stand will show consumers how independent meat retailers are leading the way in offering new ideas for shoppers.

hCC’s work in education will also feature heavily in our on-stand activities. The Cabinet Secretary for education will be on-hand on Wednesday to launch hCC’s schools resources which help food and nutrition teachers with lesson plans and project ideas on red meat and food traceability.

We’ll be announcing the latest winner of the hCC scholarship and celebrating the 20th anniversary of the Scholarship Association on the final day of the show, as well as holding sessions and demonstrations on measuring flock and herd performance all week long on the Industry Development stand in the NSA building, aimed at meeting market requirements.

With Brexit still at the top of the news agenda, the future of the export trade will inevitably feature heavily. The Royal Welsh Show is a fantastic showcase for our industry and the passion of our lamb, beef and pork producers, so it’s good news that buyers and journalists from at least five countries will be coming to meet us and see for themselves the outstanding qualities of our meat and how it’s reared.

of course, the hCC stand will have a number of cooking demonstrations, samples and recipe ideas to inspire consumers and any FUW members are more than welcome to call in during what is sure to be a busy few days.

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