Stepping up to the (balanced) plate

by Kevin Roberts, HCC chair

as HCC Chairman I am proud to represent an industry which produces such high quality and world-revered products as PGI Welsh Lamb and PGI Welsh Beef.

as a body, HCC understands and appreciates the hard work and dedication that goes into producing top quality food to the highest welfare standards and with the highest levels of safety and traceability. Our aim is always to champion this great produce and protect and project Welsh farmers’ commitment and dedication.

We know that the media is littered with mis-information and attacks on our industry and produce, both in
terms of our environmental

credentials and red meat’s role in a healthy diet and lifestyle.

But we also know that while these sources may make a lot of noise, they don’t tell the full story and certainly do not offer a balanced view. Instead, here’s what we do know:

• Wales has 1.8 million
hectares of agricultural land. 89 per cent of that is permanent pasture and much of this land is unsuitable for other food production.
• Producing high quality meat the “Welsh Way” – by non-

intensive, mixed grazing – enables a vibrant, bio- diverse and beautiful landscape.

• Welsh red meat is an excellent and natural source of protein.
• Welsh red meat plays a crucial part in a

balanced diet offering iron, zinc, B vitamins and a whole host of other benefits.

HCC is stepping up its work to educate and enlighten the policy makers, the media and the general public about the great work that Welsh farmers do to protect our beautiful landscape and

produce high quality food.
Our new campaigns to promote beef and lamb

in the home market both feature sports stars, who reinforce the message that red meat is an ideal component of a healthy,

balanced diet.
Our set of new, wider-

reaching campaigns will shout about the benefits of red meat in a healthy diet; drive home our good

nutritonal news to the public and push for much greater recognition of food, food preparation, food safety and food

economics knowledge in Wales’ school curriculum. We’re looking forward to the new year and putting these plans into motion. Wishing you all a very Merry

Christmas and best wishes for a proserous 2019.

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