Major reform needed of Welsh meat promoter - report

HCC is mainly funded by a levy paid by farmers and meat processors

Major changes are needed urgently to rebuild trust in the body responsible for promoting Welsh meat, according to an inquiry by Senedd members.

Their report called for "decisive action" following "internal turmoil and leadership challenges" at Hybu Cig Cymru - Meat Promotion Wales (HCC).

Among the recommendations are a "full review" of the organisation's governance and ownership by the Welsh government.

Ministers thanked the Senedd's economy, trade and rural affairs committee for a "comprehensive report" and said they would respond in due course.

HCC is tasked with developing and promoting the Welsh red meat sector, and is mainly funded by a levy paid by farmers and processors on all cattle, sheep and pigs slaughtered in Wales or exported live.

Though it is owned and overseen by the Welsh government, it operates independently - or at "arm's-length" to use the jargon.

In recent years, HCC has been beset with problems, facing numerous negative headlines.

The issues are summarised in the committee's report as including "an internal investigation into accusations of bullying, the departure of the chief executive under a cloud and... a 'staff exodus'".

The committee's chairman, Tory MS Andrew RT Davies, said that after a "difficult period marked by internal disruption and loss of confidence" it was now "a pivotal moment to rebuild trust, strengthen governance, and ensure the organisation is truly accountable to the levy payers who fund it".

The report calls for a full review of HCC's structure, including the potential return of ownership to levy payers and increased industry representation on the board.

Measurable targets were needed on performance and accountability "to ensure value for money", while the organisation needed to "improve visibility and communication" with the farming industry.

The committee also heard concerns over HCC's financial sustainability, due in part to declining livestock numbers in recent years, and said the organisation was not well enough resourced to meet its aims.

"The Welsh government must now step up and act on these recommendations to secure the future of our red meat sector," Mr Davies concluded.

The Senedd's economy, trade and rural affairs committee said "sweeping reforms" were needed to HCC

Farmers' Union of Wales President Ian Rickman said the committee's findings validated longstanding calls from the industry for "greater transparency and enhanced engagement" from HCC.

"We cannot underestimate the importance of having an effective red meat levy board in Wales," he said.

HCC said it welcomed the committee's "timely recommendations and conclusions".

The organisation's chief executive José Peralta, appointed after the recent turmoil, said HCC had been "advocating for increased funding to effectively deliver for levy payers on its broad remit and continues to discuss funding options with Welsh government".

"We also agree with the report's recommendation to increase our joint work with other government funded bodies as well as levy-board organisations," he said.

"HCC has significantly increased its engagement in 2025 and recognises that more can always be done."

A spokesman for the Welsh government said: "We thank the committee for its comprehensive report which we are now reviewing and will respond to the recommendations in due course."