Farming
NFU Cymru wants a Welsh Xmas
MORE than half (58%) of Welsh consumers did not know if any of the items of their Christmas dinner last year were produced in Wales, according to a new survey commissioned by NFU Cymru.
The findings of the survey, conducted by YouGov, show that only 18% of Welsh consumers had Welsh turkey for Christmas dinner in 2016, while only 29% ate Welsh potatoes.
The survey did, however, show that shoppers recognise the hallmarks of Welsh produce. The findings show that consumers associate Welsh produce with quality (78%), high production standards (66%), high environmental standards (59%) and good value for money (53%).
In a bid to encourage more shoppers to buy more Welsh during the festive period this year, NFU Cymru has launched a new ‘Proud to Produce Your Christmas’ campaign at this year’s Royal Welsh Winter Fair, highlighting the role that Welsh farmers and growers play in producing the ingredients of a traditional Christmas dinner. The initiative aims to underline that it is possible to source the staple items of a traditional Christmas meal here in Wales, while also encouraging the public to support the Welsh food and farming sector by buying Welsh produce for their Christmas dinner this year.
The campaign features a video of a delicious Welsh Christmas feast and shows some of the producers across Wales who are responsible for producing the ingredients. The video includes turkeys reared in Meirionnydd, potatoes from Pembrokeshire, Brussel sprouts grown in Monmouthshire and pigs in blankets produced in Clwyd. The short film also highlights that PGI Welsh Lamb and Beef are also enjoyed in homes throughout Wales during the festive season as an alternative to traditional Christmas fayre.
NFU Cymru President Stephen James said: “Food and drink play an important role in bringing people together during the festive season and Welsh farmers are proud to play their part by producing world-class produce for your Christmas dinner. This is a potentially prosperous period for the food and drink industry here in Wales, but it’s clear from the findings of our survey work this is an opportunity that isn’t being fully capitalised on. There’s a role for all of us in raising the profile of Welsh produce to shoppers in the lead up to the festive period and encouraging more people to prioritise Welsh food and drink when it comes to sourcing the ingredients for their festive meal.
“The Royal Welsh Winter Fair is home to some of the best food and drink producers that Wales has to offer, so the event provides the perfect opportunity for us to launch our ‘Proud to Produce Your Christmas’ campaign to help drive a rise in the number of people sourcing Welsh for their meals over the festive period.
“Our campaign highlights that consumers do not need to look further afield to construct their festive feast – all of the ingredients are available right on their doorstep in Wales. We are proud that so many consumers associate Welsh produce with quality, good value for money and high production standards. We hope that by underlining the link between producers in Wales and the food they produce, more people will prioritise Welsh this Christmas and support our hardworking Welsh farmers and growers in the process.
“The ‘Proud to Produce Your Christmas’ video underlines how easy it is to source the ingredients for a wholesome, delicious festive feast that’s grown and reared here in Wales. I hope this video inspires more people to have a Welsh Christmas in 2017.”
Farming
New Narberth farmers’ market to champion Pembrokeshire produce
LOCAL FOOD PRODUCERS GIVEN NEW MONTHLY PLATFORM
A NEW monthly farmers’ market is set to launch in Narberth next month, giving Pembrokeshire producers a regular space to sell and showcase food grown, reared and made in the county.
Pembrokeshire Local Food Partnership is launching the market at the Queen’s Hall, Narberth, on Saturday, June 13. It will then run monthly from 10:00am to 2:00pm.
The market has been developed in collaboration with local growers Rufus and Ffion, of Hael Natural Produce, based in Clunderwen.
Organisers say it will bring together a wide range of local food and drink producers, with stalls expected to include fresh seasonal produce, artisan foods, baked goods and speciality items.
Among those taking part are Spirit Wood Wales, Big Green Elephant, Foxhill Preserves and Pencw Cheese.
Pembrokeshire Local Food Partnership will lead on marketing and subsidise stall costs for the first three markets, in a bid to encourage strong early participation and reduce barriers for small and emerging producers.
The launch will also see Rufus and Ffion introduce a new local veg box scheme through Hael Natural Produce.
Rufus said: “I’m really excited to be launching my new veg box scheme at the farmers’ market.
“It’s a great opportunity to get fresh, locally grown produce directly to people in the community and to build something that connects people more closely with where their food comes from.”
Sue Latham, Coordinator of Pembrokeshire Local Food Partnership, said: “We are looking forward to creating a regular space in Narberth that supports local producers and gives the community consistent access to high-quality, local food.
“This market is about strengthening those connections and building something that can grow over time.”
Organisers are encouraging residents, visitors and food lovers to attend the launch and support the new initiative, which forms part of Pembrokeshire Local Food Partnership’s wider work to strengthen local food networks across the county.
Further information is available from Pembrokeshire Local Food Partnership at www.plfp.org.uk or by emailing [email protected].
Pic: Pembrokeshire Local Food Partnership.
Farming
Clean cut key to maximising wool value
BRITISH WOOL recently reported that fleece value is at its highest for 10 years. With the shearing season underway for 2026, Heiniger’s Hefin Rowlands suggests that there has never been a better opportunity for farms to realise the best price for wool.
“The average payment increased to 68p per kilo last year, which was up from just 40p. Higher grade wools from breeds such as Cheviots are returning 85p per kilo. This makes the preparation for shearing and the shearing process all the more important,” he says.
Mr Rowlands points to the need for preparation to make the process better for shearers and sheep.

“Fasting, dagging and separating ewes from lambs will help, whether a farm is bringing in professional shearers or not. Straw, dirt and dung in fleeces seriously detracts from wool value, so both sheep and the area being used to shear should be as clean as possible,” he says.
He suggests that using the best quality equipment will also play a big part in how efficient the shearing process is.
“Factory sharp blades and the correct clothing are essential to any shearer. Heiniger has been manufacturing world-leading shears since 1946, so we know how important the right shears are to getting the best cut. But even the best shears need to have clean, sharp combs and cutters, which is why we offer free postage for servicing our equipment,” he says.
British Wool suggests that returns for the 2026 cut could rise by a further 25p-30p per kilo, meaning some wool will realise prices in excess of £1 per kilo.
“There is strong demand and it pays to meet this with the best quality wool. Investing in equipment and a good set of shears has never been more important for farms looking to take advantage of rising wool prices. However, nothing beats experience and this is where professional shearers can help make all the difference,” he says.
Above all, Mr Rowlands advocates that farms give shearing the attention it deserves, especially in a year when returns are projected to be high.
“Spending on the right equipment, preparing sheep well and working carefully to produce a clean fleece will pay dividends. The average fleece weight is around 4 kilos which means a flock of 250 ewes could return upwards of £1000 this year, and that makes investing time and effort in shearing a worthy choice to maximise returns,” he concludes.
Farming
Imported meat bill hits £5bn as Co-op calls for stronger backing for UK farmers
RISING IMPORTS RAISE FOOD SECURITY CONCERNS
THE CO-OP has called for stronger government support for British farmers after new figures showed the UK’s imported meat bill rose to more than £5bn last year.
HMRC data obtained by the retailer shows the value of meat imported into the UK increased by 15 per cent year-on-year, from £4.33bn in 2024 to £5.06bn in 2025.
The Co-op said the figures raised fresh concerns about the resilience of Britain’s food system at a time of climate change, global conflict and disruption to international supply chains.
Poultry was the most imported protein, worth almost £2bn in 2025. Poland and the Netherlands accounted for the largest share, while poultry imports from Thailand rose by almost 50 per cent compared with the previous year.
The retailer, which says it sells and uses 100 per cent British meat and poultry, said the UK’s growing reliance on overseas supply chains left shoppers and farmers more exposed to global shocks.
It is now backing proposals from the Co-operative Party calling for agricultural co-operatives to be scaled up and better supported as part of the Government’s long-term farming plans.
The policy paper argues that farmer-owned co-operatives can help producers share costs, reduce risk, invest collectively and secure stronger bargaining power in the food supply chain.
There are currently estimated to be more than 500 agricultural co-operatives in the UK, generating income of more than £9bn.
Paul Gerrard, Director of Public Affairs and Campaigns at Co-op, said: “The issue of supply chain resilience is upon us now and there is a clear and demonstrable benefit to the co-operative business model in agriculture.
“An expansion of agricultural co-operation is both an economic opportunity and a political imperative: it directly addresses the need for a more secure and sustainable food system, one less exposed to the volatility of global markets and the instability in a rapidly changing world.”
Joe Fortune, Leader of the Co-operative Party, said co-operation was “a form of strategic resilience” and called on Government to help grow the sector.
The party’s proposals include clearer government guidance for farmers, stronger representation for co-operatives in policy-making, improved access to finance, support for producer organisations, and greater use of public procurement to back British farming.
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