Exhibiting at Foodex Japan 2025

Hybu Cig Cymru - Meat Promotion Wales (HCC)

Hybu Cig Cymru - Meat Promotion Wales (HCC) is the industry-led organization responsible for the development, marketing, and promotion of Welsh red meat, including PGI Welsh Lamb, PGI Welsh Beef, and Porc from Wales. As a government-sponsored body, HCC plays a pivotal role in ensuring the global competitiveness of Wales' red meat sector through strategic marketing, research, and supply chain initiatives.

Core Business and Industry Role

HCC is dedicated to supporting the entire Welsh red meat supply chain, from primary producers and processors to retailers and international trade partners. The organization operates with a strong focus on Protected Geographical Indication (PGI) status, sustainability, and global market expansion.

Key Functions:

• Market Development: Expanding domestic and international demand for Welsh red meat.
• Brand Promotion: Enhancing recognition of PGI Welsh Lamb, PGI Welsh Beef, and Porc from Wales.
• Supply Chain Support: Providing research and development for improved production efficiency.
• Sustainability Initiatives: Ensuring environmental and ethical farming standards.

Welsh Red Meat Products

HCC promotes high-quality Welsh red meat products that are renowned for their superior taste, traceability, and sustainable farming methods.

1. PGI Welsh Lamb

• Certified under Protected Geographical Indication (PGI) since 2003.
• Produced under natural, free-range, and sustainable farming systems.
• Recognized across the UK, Europe, and key global markets including the Middle East and Asia.

2. PGI Welsh Beef

• Officially awarded PGI status in 2002.
• Reared using traditional low-intensity farming methods in Wales.
• High demand in international markets, including the European Union and North America.

3. Porc from Wales

• A premium heritage pork brand exclusive to Wales.
• Produced using high-welfare, local farm standards.
• Growing consumer recognition due to increasing interest in regional and specialty pork products.

Market Reach and Export Success

HCC is responsible for expanding the market presence of Welsh red meat products both domestically and internationally. The organization has successfully secured trade partnerships across over 20 countries.

Key Export Markets:

• Europe: The European Union remains a vital market, with France, Germany, and Italy being top consumers.
• Middle East & Asia: Welsh Lamb and Welsh Beef have gained a strong reputation in Qatar, UAE, and Japan.
• North America: Increasing demand in the USA and Canada due to premium meat positioning.

In 2022, Welsh red meat exports reached £210 million, reflecting a 15% year-on-year growth. HCC continues to work closely with trade bodies to further expand market access.

Certifications and Quality Standards

HCC ensures that all products meet rigorous industry standards and certifications, maintaining their reputation for quality and authenticity.

Certifications:

• Protected Geographical Indication (PGI)
• Red Tractor Assurance for Food Safety & Welfare
• Global Animal Welfare Standards Compliance
• Halal Certification for Select Export Markets

These certifications reinforce HCC's commitment to delivering premium, ethically sourced, and fully traceable meat products.

Sustainable and Ethical Farming Practices

HCC plays a critical role in ensuring that Welsh livestock farming remains environmentally sustainable and ethically responsible.

Sustainability Commitments:

• Carbon Reduction: Supporting farms to reduce CO₂ emissions through sustainable grazing.
• Biodiversity Conservation: Protecting natural landscapes that support livestock rearing.
• Animal Welfare: Ensuring the highest standards of ethical treatment across the supply chain.

Welsh red meat farming is one of the lowest carbon-intensive production systems in Europe, thanks to extensive pasture-fed livestock systems.

Financial Strength and Industry Impact

HCC is funded by a combination of levy income from producers and processors, along with government and industry grants for strategic development.

Financial Highlights:

• Total industry turnover exceeds £1 billion annually.
• Red meat exports contribute over £200 million to the Welsh economy.
• HCC invests millions annually in research, marketing, and trade development.

These financial indicators highlight the significant role HCC plays in sustaining rural economies and the agricultural sector in Wales.

Industry Recognition and Global Reputation

HCC’s promotional efforts have elevated the status of Welsh red meat globally, securing high-profile endorsements and awards.

Notable Achievements:

• Welsh Lamb and Welsh Beef featured in Michelin-starred restaurants worldwide.
• Continuous year-on-year growth in premium meat sector sales.
• Recognition from the UK Government as a model for sustainable livestock production.

Future Outlook and Strategic Goals

HCC continues to strengthen its position as a leader in the global red meat industry, with strategic goals focusing on:

• Expanding international trade agreements for Welsh Lamb and Welsh Beef.
• Enhancing sustainability initiatives to further reduce carbon footprint.
• Increasing consumer awareness through digital marketing and culinary partnerships.
• Investing in research and innovation for improved meat quality and farming efficiency.

As demand for premium, sustainable, and traceable meat products continues to rise, Hybu Cig Cymru - Meat Promotion Wales (HCC) is well-positioned to drive the future growth of Welsh red meat on the global stage.