Day 7 Haby Cuy Cymru

Haby Cuy Cumry (HCC)is the Welsh red meat promoter which is very similar to MLA. HCC is fully owned by the Welsh Assembly Government. Welsh meat is nearly all export as only 4% lamb and 5% beef is eaten in Wales.
The strategic aims of HCC is to
• Understand market trends that influence customer behaviour.
• Innovation and improve supply chain relationships
• Improve business performance.
• Diversify these products into non traditional markets.
• To position Welsh lamb, beef and pork as premium brands
A problem for the HCC is that nearly all Welsh Lamb is ready for consumption from July to December. So there is six months where supply is limited and consumers are having to brand substitute.
The programs that the HCC are currently running are to:
• To promote health benefits
• Teaching the young how to cook
• Influence the influencers (celeb chefs etc)
• Increasing brand awareness
• Putting a face to Welsh meat (farmers pictures utilized in advertising).
The HHC have programs that help improve production for farmers. Some of the current projects aimed at helping farmers include
• Increasing feed conversion ratios
• Role of forages
• Rumen function
• Increasing levels of beneficial fatty acids

HCC’s sees it 4 main roles as
• Technology transfer
• Rural Development
• Benchmarking across the supply chain
• Genetic improvement