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Farming

PGI Welsh Beef asks ‘are you beef body ready?’

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Dan Lydiate: Face of the 2017 PGI Welsh Beef advertising campaign

PGI W​ELSH BEEF has launched a new marketing campaign featuring Wales international rugby union player Dan Lydiate to promote a more ‘real world’ approach to health and strength.

The campaign subverts the contentious ‘are you beach body ready?’ advert, which caused a storm of controversy following its appearance across London tube stations in 2015. The original campaign, launched by a protein supplement brand, was accused of promoting unhealthy body image and this campaign looks to demonstrate how a natural diet can improve health.

Nutritional therapist, Sharon Ling Dip NT mBANT & CNHC comments: “Our bodies need the correct combination of protein, carbohydrates and fats to function well. Protein, in particular, is essential for growth and repair in the body and is a key building block for bones, muscles, cartilage and skin.

“Lean, red meat is a good source of dietary protein and when eaten in moderation, can form part of a healthy diet. It contains a number of essential B vitamins and minerals such as iron, zinc and selenium.

“An advantage of grass-fed beef is that it tends to be lower in overall fat, with a slightly higher proportion of omega 3 than conventionally fed cattle. It also tends to be higher in vitamin E and beta-carotene which improves its overall nutrient profile.”

Lydiate, who prior to his top level rugby career grew up on a farm in Llandrindod Wells, appears in traditional farming attire in front of a herd of Welsh Beef cattle, alongside the strapline ‘are you beef body ready?’

Shot at Vians Hill Farm in Vale of Glamorgan, the new advert will feature on outdoor advertising space in Cardiff during the Autumn Internationals, and as part of a digital campaign on PGI Welsh Beef’s Facebook page and Twitter profile. This will include an opportunity for people to win tickets for Wales’ final Autumn International against South Africa, by filling in the blank in the sentence “I need to be #BeefBodyReady because ___”. Example answers might include ‘I eat Welsh Beef’, or ‘I work a 12-hour shift before coming home to feed my three children.’

The digital campaign additionally promotes content on eatwelshbeef.com, with commentary from nutritional therapist, Sharon Ling and information on how Welsh Beef can be featured as a source of protein in a healthy diet.

Rhys Llywelyn, Market Development Manager at Hybu Cig Cymru – Meat Promotion Wales (HCC), commented, “There are so many ‘protein added’ products on the market. We wanted to highlight that with Welsh Beef, protein comes as standard. This campaign provided us with a fun and light-hearted approach to supporting the benefits of a healthy and balanced diet that includes Welsh Beef. Dan was the ideal candidate to front our campaign, where his farming background and profession perfectly embody real world health and strength.”

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Farming

Access to EU Single Market and Customs Union critical for rural Wales

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Brian Thomas: ​​FUW Deputy President

N​EWS that Northern Ireland could be granted access to the European Single Market and Customs Union shows that it is possible to achieve what the Farmers’ Union of Wales has been calling for since the EU referendum.

Speaking from his farm in Pembrokeshire, ​​FUW Deputy President Brian Thomas said: “Different parts of the UK can’t be treated differently and we therefore call on the UK government to ensure that Wales, given its heavy reliance on red meat exports to the EU, is given the same treatment. Should this deal be offered and come to fruition we fully expect to have the same offered to us.

“In the farming community there is a real sense of worry, alarm and anger about the state of Brexit negotiations, and how the current state of play compares to what was promised by many before the referendum.

“And whilst we recognise that the Irish border situation presents some unique challenges that need to be overcome, rural Wales has challenges of its own, such the economic challenges we have long highlighted. We need to recognise the impact that failure to secure such access and reach agreement for Wales could have. Denying Wales access to the Single Market and Customs Union would have catastrophic consequences, as recently highlighted in scenarios from the FAPRI and Horizon reports.”

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Farming

Farmers from Wales and Oz join forces to showcase ‘lightning lamb’

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Jamie Heinrich and Richard Roderick: At the HCC lightning lamb cookoff

A ‘LIGHTNING LAMB’ cooking challenge featuring award-winning sheep farmers from both sides of the globe was one of the highlights of the recent Royal Welsh Winter Fair in Builth Wells.

Surveys show that families in Britain have only 32 minutes on average to prepare an evening meal nowadays, as opposed to an hour in 1980. Hybu Cig Cymru – Meat Promotion Wales (HCC) is taking steps to emphasise lamb’s quick-cook credentials, so enlisted the help of Australian farmer Jamie Heinrich and Breconshire’s own Richard Roderick in a ‘cookoff’ to prove it!

Jamie Heinrich hails from Kangaroo Island near Adelaide in South Australia, and operates a 2000-acre holding farming Poll Merino and White Suffolk sheep. His visit to Wales is part of a Nuffield Australia scholarship to study how to encourage young entrants to the industry.

Richard Roderick lives at Newton Farm near Talybont-on-Usk in the Brecon Beacons. He is a past HCC Scholar, and has won several farming accolades including the Silver Lapwing Award in 2016 for his environmental management. Earlier this year he featured on the BBC series ‘Nadiya’s British Food Adventure’.

With the help of HCC cook Elwen Roberts, Jamie rustled up a rapid Welsh Lamb stir-fry with oriental flavours, while Richard’s creation was a pan-fried leg steak with red wine sauce. After tasting and judging by members of the audience, the two delicious dishes could not be separated, so the Wales vs Australia match ended in an honourable draw.

“When I came over to Wales I certainly didn’t anticipate getting involved in a cookoff to promote lamb!” said Nuffield Australia Scholar Jamie Heinrich. “Many of the challenges for the industry – recruiting younger farmers and making sure that lamb is appealing to young consumers who are pushed for time – are the same the world over. I’m very much looking forward to the rest of my trip to Wales and Europe.”

HCC’s Elwen Roberts commented: “It was great fun to challenge two farmers to come up with a quick and tasty lamb recipe. They both did extremely well, and the Winter Fair audience loved seeing and tasting the food.”

“It’s important to emphasise that lamb can be an excellent choice for a quick evening meal,” she added. “HCC has recently launched a mobile-phone-friendly recipe selector on the eatwelshlamb.com website, to help give consumers inspiration for lamb dishes while on the move.”

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Farming

Food Centre Wales at the Farm Business Innovation show

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Arwyn Davies, Business Development Manager: With Angela Sawyer, Senior Food Technologist, Food Centre Wales

THE FOOD CENTRE WALES team were at the Farm Business Innovation show 2017 offering advice and support to businesses in the food and drinks industry.

The event held on November​ 8-9​ in Birmingham highlighted the continued interest in adding value to farm produce, particularly in Wales.

Arwyn Davies, Business Development Manager at Food Centre Wales, said​:​ “As this was the first time we had exhibited at the Farm Business Innovation show. We went in with an open mind, but we are pleased to report that it was a very successful two days. We spoke to many farm owners during the two days, many of whom were from Wales.”

Arwyn Davies’ talk on ‘Farm Diversification into Food Processing – Exploring Opportunities & Avoiding Pitfalls’ was very popular with every seat taken.

Councillor Gareth Lloyd, Cabinet Member with responsibility for Economic and Community Development said​:​ “The Team at Food Centre Wales were interested to hear all the ideas and plans people had for diversifying their farm businesses. The Centre’s food technologists were on hand to offer advice on how farmers could add value to their food produce and what could be done do to help them along the process. If you didn’t get a change to call in at the stand, the Team are more than happy to help at the Centre.”

Food Centre Wales will be following up with inquiries received at the show, with the aim to help many develop their food products and reach new markets.

If you would like to know more about how Food Centre Wales can help you, get in touch by phone 01559 362230 or email gen@foodcentrewales.org.uk.

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