24/11/2009

"What Welsh farmers produce is good food from good people, whilst imposing the minimum impact on the climate but advertising is key to the success of any product,� said Bill Joyce, Hybu Cig Cymru Marketing Manager at the well attended Brecon and Radnor NFU Cymru Annual General Meeting held recently in Builth Wells.

Mr Joyce said: “PR and marketing are important for the promotion of red meat. We are promoting the health benefits, trying to attract younger consumers and local authorities to use different cuts of red meat and using food journalists to ensure a good reputation of Welsh lamb worldwide is achieved.�

Tracking studies of advertising which measure the awareness of Welsh lamb have been carried out for HCC. Two years ago, awareness of Welsh, British and New Zealand lamb were the same. Following the withdrawal of New Zealand’s television advertising campaign the public’s awareness of Welsh lamb is now more than the New Zealand product, which highlights just how powerful television is as a marketing tool.

Recent independent research carried out for HCC also showed that the top drivers affecting consumer choice were the taste, followed by tenderness and leanness.


Mr Joyce said: “HCC is committed to a brand strategy using strong marketing channels for Welsh meat. There must be a strong identity for Welsh beef and lamb and use of effective branding makes the product recognisable. 82% of all lamb is sold through the retailers and we have to face it, the supermarkets are constantly gaining strength. We are now using point of sale programmes which have also been successful.�

NFU Cymru members present remain seriously concerned about the security of supply given the impending introduction of compulsory EID at the end of this year.

Estyn James, NFU Cymru Brecon and Radnor County Chairman said: “We have seen recent figures which show yet another reduction in breeding flock numbers in Wales. This is a massive concern and the prospect of managing a new tagging and movement recording system is extremely worrying. Furthermore, the use of EID will not add any benefit to our product but only increase our costs and vastly increase the level of bureaucracy on the industry. We need commitment from the supermarkets and consumers for our product or the sheep farmers in Wales will simply leave the industry.�

Mr Joyce concluded: “Looking ahead, lamb has been resilient during the recession, with consumers shifting towards stewing cuts and mince but it is likely roasting joint sales will recover. Export demand is likely to be maintained but EID will not provide any benefit to the Welsh lamb export market and the exchange rate is a major factor to its future direction.�