Farming

PGI Welsh Beef asks ‘are you beef body ready?’

Published

7 years ago

November 20, 2017

Dan Lydiate: Face of the 2017 PGI Welsh Beef advertising campaign

PGI WELSH BEEF has launched a new marketing campaign featuring Wales international rugby union player Dan Lydiate to promote a more ‘real world’ approach to health and strength.

The campaign subverts the contentious ‘are you beach body ready?’ advert, which caused a storm of controversy following its appearance across London tube stations in 2015. The original campaign, launched by a protein supplement brand, was accused of promoting unhealthy body image and this campaign looks to demonstrate how a natural diet can improve health.

Nutritional therapist, Sharon Ling Dip NT mBANT & CNHC comments: “Our bodies need the correct combination of protein, carbohydrates and fats to function well. Protein, in particular, is essential for growth and repair in the body and is a key building block for bones, muscles, cartilage and skin.

“Lean, red meat is a good source of dietary protein and when eaten in moderation, can form part of a healthy diet. It contains a number of essential B vitamins and minerals such as iron, zinc and selenium.

“An advantage of grass-fed beef is that it tends to be lower in overall fat, with a slightly higher proportion of omega 3 than conventionally fed cattle. It also tends to be higher in vitamin E and beta-carotene which improves its overall nutrient profile.”

Lydiate, who prior to his top level rugby career grew up on a farm in Llandrindod Wells, appears in traditional farming attire in front of a herd of Welsh Beef cattle, alongside the strapline ‘are you beef body ready?’

Shot at Vians Hill Farm in Vale of Glamorgan, the new advert will feature on outdoor advertising space in Cardiff during the Autumn Internationals, and as part of a digital campaign on PGI Welsh Beef’s Facebook page and Twitter profile. This will include an opportunity for people to win tickets for Wales’ final Autumn International against South Africa, by filling in the blank in the sentence “I need to be #BeefBodyReady because ___”. Example answers might include ‘I eat Welsh Beef’, or ‘I work a 12-hour shift before coming home to feed my three children.’

The digital campaign additionally promotes content on eatwelshbeef.com, with commentary from nutritional therapist, Sharon Ling and information on how Welsh Beef can be featured as a source of protein in a healthy diet.

Rhys Llywelyn, Market Development Manager at Hybu Cig Cymru – Meat Promotion Wales (HCC), commented, “There are so many ‘protein added’ products on the market. We wanted to highlight that with Welsh Beef, protein comes as standard. This campaign provided us with a fun and light-hearted approach to supporting the benefits of a healthy and balanced diet that includes Welsh Beef. Dan was the ideal candidate to front our campaign, where his farming background and profession perfectly embody real world health and strength.”

Crime

Farmer cleared of restraining order breach at Haverfordwest court

Published

1 week ago

January 23, 2025

Tom Sinclair

A PEMBROKESHIRE man has been found not guilty of breaching a restraining order after being accused of referencing a protected individual in a Facebook post.

Philip Stoddart, 58, of Monkhill Farm, St Ishmaels, appeared at Haverfordwest Magistrates’ Court on Monday (Jan 20) to face the charge. The prosecution, led by Ann Griffiths on behalf of the crown, alleged that between December 4 and December 13, 2023, Stoddart made a Facebook post that, by inference, referred to a person he was prohibited from contacting under a restraining order imposed by Swansea Crown Court on April 16, 2021.

The restraining order, issued under Section 360 of the Sentencing Act 2020, barred Stoddart from making any form of contact with her.

Prosecutors argued that the Facebook post constituted a breach of the order, contrary to Section 363 of the same act.

Stoddart denied the allegations and entered a not guilty plea during a prior hearing on October 1, 2024.

Magistrates Professor N. Negus, Mr. J. Steadman, and Mrs. J. Morris presided over the trial, which concluded on Monday.

After reviewing the evidence, the bench found Stoddart not guilty, dismissing the case.

The dismissal brings to a close legal proceedings that had been ongoing for over a year.

Farming

Get up to £5,000 for on-farm trials in Wales

Published

1 week ago

January 23, 2025

Tom Sinclair

FARMERS in Wales are being called to apply for the next round of funding for on-farm trials.

The Farming Connect initiative, which has funded projects such as growing lucerne in Brecon, is inviting applications for the Try Out Fund.

The new application window opens on January 27, 2025, and will run until February 17.

Successful applicants will be awarded up to £5,000 to help fund trials that experiment with new ideas on their farms.

The last round of funding supported several projects, including integrated pest management at a pick-your-own strawberry enterprise.

Menna Williams, the Farming Connect project lead, said: “Farming Connect has developed the Try Out Fund to address specific local problems or opportunities with the aim of improving efficiencies and profitability within agricultural businesses whilst protecting the environment.”

She added: “There are many changes on the horizon for agriculture, and now is a great time for farm businesses to explore an idea that could benefit them, allowing farms to tackle ‘real’ problems or check if a research idea works in practice.”

The fund is open to individuals or groups of up to four farmers and/or growers in Wales who have identified a local or specific problem or opportunity.

Ms Williams said: “Because these ideas are initiated by farmers themselves, they are really passionate about them, giving them 100 per cent effort right from the start.”

Projects should focus on enhancing production efficiencies and profitability while ensuring environmental protection through adherence to sustainable land management principles.

A guidance handbook is accessible on the Farming Connect website, providing support for farmers in outlining their projects and completing the application process.

To apply, individuals must be registered with Farming Connect and capable of finishing their projects by January 2026.

Ms Williams explained: “Funding can be used for technical assistance, sampling, testing and other reasonable expenses such as those relating to short-term hire of specialist equipment or facilities directly relating to the project.”

The findings will be shared with other producers in Wales by collaborating with a Farming Connect team member.

Interested parties can apply on the Farming Connect website.

To receive the link or get further information, contact [email protected].

Farming

Funding window to re-open for on-farm trials in Wales

Published

1 week ago

January 23, 2025

Tom Sinclair

WITH Farming Connect-funded trials ranging from growing lucerne in Brecon to establishing sunflowers as a companion crop with maize, farmers are being invited to apply for the next round of funding from the initiative that brought these projects to life.

The new application window for the Try Out Fund opens on 27January2025 and will run until 17 February. Successful applicants will be awarded up to £5,000 to help fund on-farm trials that experiment with new ideas. The last round of funding saw farmers supported for several projects including integrated pest management at pick your own strawberry enterprise.

Project lead Menna Williams of Farming Connect said the aim is for farmers to compare different treatments or management systems – the project is not intended to fund new equipment she stressed.

“Farming Connect has developed the Try-Out Fund to address specific local problems or opportunities with the aim of improving efficiencies and profitability within agricultural businesses whilst protecting the environment,’’ she said. “There are many changes on the horizon for agriculture, and now is a great time for farm businesses to explore an idea that could benefit them, allowing farms to tackle ‘real’ problems or check if a research idea works in practice.’’

The fund is open to individuals or groups of up to four farmers and/or growers in Wales who have identified a local or specific problem or opportunity.

“Because these ideas are initiated by farmers themselves, they are really passionate about them, giving them 100% effort right from the start,’’ said Ms Williams.

Suitable projects must aim to improve production efficiencies and profitability whilst protecting the environment by aligning with sustainable land management outcomes. A guidance handbook is available on the Farming Connect website to help farmers scope their project and complete the application form.

Applicants must be registered with Farming Connect and be able to complete their projects by January 2026.