BEEF farmers in north Wales have been reassured that work will continue to promote and stimulate demand for Welsh red meat.

On the back of an ongoing freefall in beef prices, Siôn Aron Jones, industry development manager and Laura Pickup, market development manager of Hybu Cig Cymru, reassured Clwyd members of NFU Cymru of all the work being done in the Welsh meat sector, including promotion initiatives with supermarkets and independent butchers.

Lyndon Edwards, NFU Cymru’s livestock board chairman, said it was time for retailers to make a long-term commitment to the industry.

“The current short-term approach has resulted in beef producers starting to seriously question their future in the industry,” he said.

“The supply chain must always give the right signals through long-term commitment and not simply do so when it suits them for short-term gains. To restore confidence and drive sustainability on our farms, retailers and processers must always back up their claims of commitment to Welsh beef farmers and not simply do so when it suits them.”

During a summit on the current crisis facing the beef sector, plans were drawn up for a voluntary code of conduct for the industry.

Evan Roberts, NFU Cymru Clwyd vice-chairman said: “This code is a positive step forward and the things we want included will make a difference. We must increase demand for our product and retailers must actively promote PGI status Welsh Beef as well as Red Tractor-assured British beef. I’m also pleased that at the Summit, retailers acknowledged the importance of clear, unambiguous labelling and the accurate promotion of British beef and they must now lead by example.”