The role of the Board is to provide effective leadership, defining and developing strategic direction and setting challenging objectives, promoting high standards of public finance, and upholding the principles of regularity, propriety and value for money. The Board is responsible for monitoring HCC’s performance, ensuring it meets the aims, objectives and performance targets set out in the corporate and business plans.
The key responsibilities of the Board will be to:
• Support the delivery of the ‘Vision 2025 - Vision and Strategic Direction for the Welsh Red Meat Sector to 2025’.
• Contribute towards HCC’s sustainability strategy and help to embed ‘The Welsh Way across the livestock industry
• Promote HCC’s leadership role across the red meat sector
• Represent HCC at industry and stakeholder events and meetings with Welsh Government
• Contribute to the development of the HCC Business Plan 2022-2026 and the HCC Operational Plan through the Board.
• Ensure systems are in place to monitor the effectiveness of HCC and Board Members have accurate, timely and clear information on the company’s performance.
• Maintain sound corporate governance and ensure all activities are discharged with probity and propriety
• Play a key role in promoting the views of HCC to the general public.
Organisational mission and remit
Hybu Cig Cymru – Meat Promotion Wales (HCC), based in Aberystwyth, is the industry-led organisation responsible for the development, promotion and marketing of Welsh red meat. It was founded in 2003 and was established as a body wholly owned by Welsh Ministers in 2007. Its mission is to support the development of a profitable, efficient, sustainable and innovative Welsh red meat industry which responds competitively to ever changing market trends.
HCC works with 20,000 farmers as primary producers, and with processors, auctioneers, transporters, retailers, food service operators and consumers, supporting the industry in responding to the challenges and opportunities presented by Brexit, new trade deals, and the sustainability agenda.
Premium Welsh Lamb and Welsh Beef brands are world renowned, and it is HCC’s core remit to promote and support these brands in both the home and international markets, exploring and developing new export markets. HCC also has a legal responsibility to act as the guardian of the PGI Welsh Lamb and PGI Welsh Beef designation. Circa 35% of Welsh Lamb production is exported each year and the Welsh red meat industry, which directly employs 60,000 people in Wales, is worth almost £1 billion per annum.
HCC’s total revenue is c. £8m, £4.5m of which comes from the Red Meat Levy which is raised and paid on all cattle, sheep and pigs produced in Wales. HCC also receives c. £3.5m of funding from Welsh Government and European sources. The organisation undertakes research and development, shares information and supports training for all parts of the supply chain. HCC is active in many important markets worldwide: developing and strengthening business opportunities for Welsh red meat exporters.
HCC’s subsidiary company EID Cymru manages an electronic sheep identification system on behalf of the Welsh Government which monitors and tracks records of all sheep movements in Wales. The system is due to be expanded soon to include all Bovine regulatory movements, extending EID Cymru’s database and providing a major data opportunity for insights and intelligence for primary producers and the industry.
Organisational delivery framework
HCC’s organisational framework has four integrated divisions.
The Sustainability and Future Policy team is responsible for shaping and leading the industry and supply chain sustainability strategy, ensuring an integrated and consistent approach to global sustainability target delivery and the future resilience
Hybu Cig Cymru/Meat Promotion Wales
of the industry. The role will also direct and oversee the future focused business intelligence hub, which will be key to informing future policy and policy engagement with government, the definition of the marketing and engagement strategy and the sector specific supply chain support.
The Strategic Marketing and Connections division lead the integrated marketing, promotional and engagement strategy and delivery for Welsh red meat brands and products on a global scale, prioritising the development of business opportunities and new markets for Welsh red meat exporters, raising brand awareness and interpreting consumer behaviour and trends.
The Supply Chain Delivery division has a multi- functional accountability for the definition and scope of integrated supply chain support mechanisms, overseeing sector specific expertise, interventions and knowledge transfer across all elements of the industry.
The Finance and Corporate Governance team oversees the effective management and financial reporting of the organisation’s annual funding stream of circa £8m, ensuring rigorous stewardship of public funds and managing robust corporate governance and risk management systems.
HCC published ‘The Welsh Way: Towards Global Leadership in Sustainable Lamb and Beef Production in December 2020’, which recognises agriculture is on the cusp of radical change worldwide, with unprecedented levels of opportunities and potential challenges for the Welsh red meat sector. The Welsh Way asserts livestock agriculture is in a strong position to contribute to a global effort to mitigate climate change by cutting greenhouse gas emissions and reducing waste, and this heralds the start of a new chapter, where farmers are at the heart of the solutions for a sustainable red meat sector, international food security and improved global health
You can find out more about HCC by visiting www.meatpromotion.wales.
This post is regulated by the Commissioner for Public Appointments. For more information, please refer to the
Commissioner’s website 