Hybu Cig Cymru – Meat Promotion Wales (HCC) has strengthened its UK marketing team by appointing Pembrokeshire native Emily Davies to the post of market development executive.

Emily comes from Cuckoo Mill Farm near Haverfordwest, a dairy, poultry and arable set-up. She has a variety of experience in agri-food businesses, and most recently was in a role liaising with farmers and suppliers for one of Britain’s largest supermarkets.

Her retail background as well as her experience of her own family business will be invaluable in her new role at HCC, where she joins the team responsible for marketing PGI Welsh lamb, PGI Welsh beef and pork from Wales in the UK market.

The focus of Emily’s work will be to build on the relationship between HCC and supermarkets, wholesalers, independent butchers and online retailers in the UK to build the profile of red meat from Wales in the home market.

Emily said; “I look forward to taking on this challenge and aim to build strong links and partnerships across the supply chain, from farm to fork. The UK retail and foodservice market is changing, and the customer’s needs have to be central to what we offer as a Welsh red meat industry.”

A former pupil of Ysgol y Preseli, Emily is heavily involved in the agricultural community in west Wales. She is a past member of Llysyfran YFC, and has been selected as lady ambassador for the Royal Welsh Agricultural Society’s centenary show year in 2019.

Rhys Llywelyn, market development manager at HCC said; “We’ve seen progress in the UK retail sector in recent years, with a number of companies making commitments to sourcing British red meat, along with new retailers stocking PGI Welsh lamb for the first time and a fall in lamb imports.

“The foodservice sector is also important as the restaurant and hotel industry grows, and we’re determined too to support those independent retailers who do such a sterling job in promoting Welsh meat on our high streets.

“Of course, we will continue to build our export markets, which are important for carcase balance. However, with Emily as part of the team, we will be taking the opportunity to further grow the profile of Welsh red meat in the UK.”