Hugh Davies is a farmer in the Welsh midlands as a tenant farmer. The owner of the land is the National Trust. Hugh farms 280 acres and is the director of the Dalcouthi National Trust Lamb Group. All of the tenant farmers in this valley formed the group to market their own lamb. The target market for the lamb meat is the member of the National Trust of which there is 4 million. These members are typically 65 years old and buy a lot of meat.
Hugh is not only selling Welsh lamb but also the environment. If there were no subsidies Hugh agreed that the production unit that 1 farmer would need would be the whole valley. This would result in one farming family replacing eight.
The Dalcouthi group has the aims of producing a quality product, commitment to the project for the good of the valley and giving the consumer an opportunity to continue their relationship with the National Trust.
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