Farming

Areas of growth, opportunity, and inspiration: OECD report claims

Published

8 years ago

April 24, 2018

Food exports: Market messages need to be tailored

BRITISH food exporters need to gain an understanding of consumer needs in different countries if the UK’s farmers are to fully reap the rewards of overseas trade, according to AHDB.

In its latest edition of the Horizon Brexit series, AHDB argues that a ‘one-size-fits-all’ approach to unlocking export opportunities should be avoided and that we cannot rely on ‘Brand Britain’ alone to boost sales.

The report, focuses on international buying behaviours and looks at exporting from a consumer perspective. It highlights the need for industry to monitor and adapt to the needs of each marketplace to create more opportunities.

The study included responses from more than 4,500 consumers in nine countries – from key UK export markets in North America, Europe, Gulf States and Asia – around what motivates and drives them to choose the food they buy.

Among the key findings was that, while seven out of the nine countries surveyed said ‘quality’ was the most important factor, both China and Japan stated ‘food safety’ as critical in their food choices.

Christine Watts, AHDB chief communication and market development officer, said: “Concerns and priorities vary by market and many could benefit from tailored messaging to appeal to these different interests.

“For instance, in China and Japan food safety is critical. Communication to these markets needs to be tailored to meet the desires of consumers so they know more about the safety of the food they eat.”

The report also closely considers the impact of ‘British’ branding overseas and looks at some of the opportunities and challenges this holds in a post-Brexit world.

Steven Evans, AHDB consumer insight manager and author of the report, said: “The research looked to capture the reaction to ‘Brand Britain’ and understand objectively how other countries see us. We found that many consumers have not had direct exposure to British food products and, therefore, have not had the opportunity to build a firm view of their qualities.

“This highlights that exposure to products and clear branding is necessary to drive awareness and build brand reputation.”

Other key aspects from the report include how different sectors also have different drivers in buying behaviour. For example, while quality was important for both meat and dairy, price featured second in the list for meat while freshness was the second highest purchase motivator in the dairy industry.

Also, promoting the same meat cuts across all countries would not be beneficial for British exporters as lifestyles, tastes and food choices differ around the world.

AHDB International Market Development Director Dr Phil Hadley said: “Often, what we as a British consumer perceive as a good product message will not be relevant for all export markets.

“For example, the Chinese Sunday roast is not commonplace but Dong Po Rou (braised pork belly) is. Both hold a similar association as they both use larger joints but each fit very different meal occasions.

“We also know that a Chinese consumer is comfortable to view the whole journey from farm to fork. But it would be dangerous to assume that the same approach across all export markets will result in the same sales performance.

“A one-size-fits-all approach doesn’t allow for customisation and adapting to meet specific domestic demands. It is critical that British food producers don’t make assumptions that their product has the same relevance across all markets.”

Community

Celebrating nature recovery through Cysylltu Natur 25×25

Published

11 hours ago

February 4, 2026

Richard Lewis

A CELEBRATION event was held on Saturday, January 24 in Cwm Gwaun to mark the achievements of Pembrokeshire Coast National Park Authority’s Cysylltu Natur 25×25 project, bringing together volunteers, farmers and staff involved in delivering nature restoration across North Pembrokeshire.

The landscape-scale project was funded by the Welsh Government through the Nature Networks Programme, delivered by the Heritage Fund. The Programme aims to strengthen ecological connectivity and resilience by restoring habitats at scale.

Those attending the event heard about the wide range of conservation activity delivered through the project across the north of the National Park. This has included practical works to restore grazing to Rhos pasture to benefit marsh fritillary butterflies and southern damselflies, specialist work to conserve rare lichens, volunteer chough, dormouse and harvest mouse monitoring, safeguarding greater horseshoe bat hibernation sites, and targeted action to tackle invasive species threatening important sites.

Volunteers, farmers, land managers and contractors played a vital role in the success of the project, contributing local knowledge, practical skills and ongoing commitment to caring for Pembrokeshire’s unique landscapes and wildlife in the long term.

Mary Chadwick, Conservation Officer for Pembrokeshire Coast National Park Authority, said: “Cysylltu Natur 25×25 has shown what can be achieved when farmers, volunteers and conservation specialists work together with a shared aim.

“From monitoring some of our most elusive species to restoring and protecting habitats, the dedication of everyone involved has made a real difference for nature across the National Park.”

Although the Cysylltu Natur 25×25 project is now coming to an end, the important work it has supported will continue. Building on its successes, Pembrokeshire Coast National Park Authority will carry this momentum forward through the next phase of nature recovery work under NNF4 Cysylltiadau Naturiol / Naturally Connected, ensuring ongoing protection and enhancement of habitats for future generations.

Farming

Judicial review granted for hundreds of farmers and landowners in Wales

Published

7 days ago

January 28, 2026

Tom Sinclair

OVER three hundred Welsh farmers and landowners have been granted the right to legally challenge Green GEN Cymru’s ‘unlawful behaviour’ at the High Court.

The collective filed a judicial review application on behalf of the community groups, Justice for Wales and CPRW, on four separate grounds, including claims that the energy company has acted unlawfully and with disregard for biosecurity and the environment, while trying to gain access to private land to conduct surveys for three major overhead pylon routes.

The proposal will see the energy infrastructure and pylons spanning 200 km across Powys, Ceredigion, Carmarthen, and Montgomeryshire in Wales and across the Welsh border into Shropshire, in the West Midlands of England.

Mrs Justice Jefford granted permission on four grounds – including abuse of power and procedural impropriety – during the three-and-a-half-hour hearing at Cardiff Civil Justice Centre on Tuesday, January 20.

A two-day hearing is expected to take place in April 2026, date to be confirmed.

The judge also accepted an undertaking from Green GEN Cymru that it would not enter land using s.172 powers – the right given to acquiring authorities to enter land to conduct surveys or valuations under the Housing and Planning Act 2016 – until an urgent interim relief application hearing can be held.

Natalie Barstow, founder of Justice for Wales, said: “This is a moment of vindication. For months, we have been left feeling unsafe in our own homes and stripped of our power as farmers and landowners.

“This is not a protest against renewable energy; this is about standing up for what is right. Our right to dignity and to have a voice, and for the future of our land, wildlife, and livelihoods.

“Since we began this battle, hundreds of other farmers and landowners across Wales have come forward with similar stories, and we’ve been supported by many generous donations to fund the legal challenge. We knew we weren’t alone in our concerns, but the response demonstrates it is a far wider issue than we initially feared, and why it is so important that Green GEN’s conduct and protocols are properly scrutinised.

“We said we will not be bullied into submission, and this judgment is just the first foot forward in our fight for justice.”

Mary Smith, a lawyer at New South Law, the law firm representing the impacted communities, said: “Holding acquiring authority status does not entitle a company to disregard the limits of its statutory powers or the rights of the people affected.

“The Court’s decision confirms that Green GEN Cymru must be held to the same legal standards as any other public body when exercising intrusive powers over private land. This case is about restoring fairness, accountability, and respect for the communities whose livelihoods and environments are at stake.”

Farming

New rules to make Welsh lamb pricing clearer set to begin next week

Published

2 weeks ago

January 22, 2026

Tom Sinclair

Mandatory carcass grading and price reporting will be required in slaughterhouses from Wednesday, January 28

WELSH sheep farmers are set to see new rules introduced next week aimed at making the lamb market fairer and more transparent.

From Wednesday (Jan 28), slaughterhouses in Wales will be required to classify sheep carcasses and report prices using a standardised system. The Welsh Government says the move will improve consistency in grading, make price information easier to compare, and help build confidence for farmers selling stock.

Deputy First Minister Huw Irranca-Davies announced the change during the Farmers’ Union of Wales (FUW) Farmhouse Breakfast event at the Norwegian Church in Cardiff.

He said the measures would support the industry by ensuring a consistent methodology for classifying carcasses in slaughterhouses, promoting transparency, fairness and productivity within the sheep market.

“Our iconic Welsh lamb is celebrated around the world for its outstanding quality and high production standards,” he said. “These measures will implement a consistent methodology for classifying sheep carcasses in slaughterhouses, promoting transparency, fairness, and increased productivity within the sheep market.”

The regulations bring the sheep sector into line with rules already used for beef and pork.

Hybu Cig Cymru – Meat Promotion Wales chief executive José Peralta said the changes would allow for greater data capture and analysis and improve transparency within the supply chain.

He said: “The new regulations, which now align with a similar position for cattle and pigs, will allow for greater data capture and analysis to be undertaken and support increased transparency within the sector. As a sector we must seek all opportunities for greater transparency within the supply chain to ensure that choices can be made from an informed position.”

The Welsh Government says the new approach is part of a wider UK framework, with similar arrangements already operating elsewhere.

During his address, the Deputy First Minister also pointed to further changes expected in 2026, including the planned introduction of the Sustainable Farming Scheme, which the Welsh Government describes as a new partnership between the people of Wales and farmers.

The scheme is intended to support the sustainable production of food while also responding to the climate and nature emergency.

The Welsh Government has also confirmed its commitment to financial support during the transition, with up to £238 million committed to the Universal layer and the legacy Basic Payment Scheme in 2026.

Deputy First Minister Huw Irranca-Davies said: “I would like to reiterate the Welsh Government’s commitment to supporting Welsh family farms, not just in the short term but also in the long run. Our goal is to prioritise stability for the farming industry, ensuring to balance this with sustainability at its very core.”

He added that supporting farmers through the change would be a priority, with consistent advice and support offered across the sector.

Building fairness within the agricultural supply chain remains a key Welsh Government priority, which it says is also integral to food security.