Farming
PGI Welsh Beef asks ‘are you beef body ready?’
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.”
Farming
Badger Trust urges next Welsh Government to keep non-lethal TB policy
Charity says Wales should continue science-led approach as bovine TB cases fall
BADGER Trust has called on the next Welsh Government to maintain a science-led and non-lethal approach to tackling bovine tuberculosis.
The charity says Wales should continue to focus on cattle testing, farm biosecurity and support for farmers, rather than wildlife intervention.
According to Badger Trust, bovine TB cases in Wales had fallen by 13.6% by the end of 2025, without any wildlife culling. It said this compared with a 5% fall in England over the same period.
The charity said 5.3% of cattle herds in Wales were not officially TB-free at the end of 2025, down 0.4 percentage points on the previous year. It said 567 new herd incidents were recorded during the year, alongside a 27% reduction in early cattle slaughter.
Badger Trust said bovine TB remains a serious threat to cattle health, but argued that the best response is a cattle-focused policy, including more frequent and enhanced testing, improved farm hygiene, and non-slaughter options for cattle testing positive.
The charity said: “The premature culling of cattle due to a failed bovine TB test is outdated and unnecessary. Instead, strict segregation is an effective alternative.
“The main focus must be on eliminating the reservoir of bovine TB in the national herd in preparation for cattle vaccination.”
Badger Trust also argued that bovine TB can remain dormant in cattle and in the environment for long periods before being detected, which can lead to mistaken assumptions that infection has entered a closed herd from wildlife.
It said the disease can also be spread through contaminated vehicles, workwear, manure and slurry if proper biosecurity measures are not followed.
The charity added: “Focusing on badgers distracts from the real issue, as DNA testing shows that 94-95% of bovine TB infections are transmitted directly between cattle.
“The only effective way to combat bovine TB is to address it at its source: within the cattle population.”
Badger Trust is urging the next Welsh Government to “hold its nerve” and continue with a science-led, evidence-based, non-lethal policy.
Nigel Palmer, Chief Executive of Badger Trust, said the charity wanted Wales to continue “leading by example” in its approach to tackling the disease.
Badger Trust says it welcomes the end of intensive badger culling licences in England in 2026, but remains opposed to presenting badger vaccination as the main solution to bovine TB. It argues that improved cattle testing and stronger farm biosecurity offer a more effective and humane way forward.
The charity also warned that badgers face a separate threat from changes linked to the Planning and Infrastructure Bill, which it says could weaken protections for badger setts in development areas.
Badger Trust is the leading voice for badgers in England and Wales and works through a network of local badger groups. Its Badgers Belong Here campaign promotes badger protection and public education.
Farming
FUW warns food security must be treated as national security
Union says rising fuel and fertiliser costs are putting pressure on farmers and food supply chains
THE FARMERS’ Union of Wales has warned that food security must be treated as a UK-wide priority as global instability continues to drive up costs for farmers.
FUW President Ian Rickman and Deputy President Dai Miles met Defra Minister for Food Security and Rural Affairs Dame Angela Eagle MP in Westminster to discuss the impact of international events on farming, production costs and the resilience of food supplies.
They were also joined by Wales Office Minister Anna McMorrin MP.
The union said the ongoing conflict in the Middle East and Gulf region had added significant pressure to key agricultural inputs and energy costs.
According to the FUW, fertiliser prices, particularly urea and ammonium nitrate, have risen by between 20% and 30% since the escalation of the conflict.
The union is calling for greater transparency around fertiliser stocks and distribution across the UK.
Fuel costs have also risen sharply, with the FUW saying red diesel has effectively doubled in price in some cases. Wider agricultural fuel and energy costs are continuing to rise across the sector, placing further pressure on farm businesses already operating on tight margins.
The union warned that these cost increases are feeding through the entire food supply chain, affecting production, transport, processing and manufacturing, and are likely to contribute further to food price inflation.
The FUW repeated its call for a UK-wide legislative food security metric, which it says should be taken forward by the next Welsh Government in collaboration with the UK Government.
It said food security is a cross-UK issue, affecting all four nations because of the closely integrated nature of agri-food supply chains.
The union also pointed to recent government evidence, including Defra’s 2024 Food Security Report and its 2025 national security assessment on biodiversity loss and ecosystem collapse.
It said these highlighted long-term risks to food production, including climate change, nature decline, animal and plant disease, supply chain disruption and exposure to volatile global markets.
FUW President Ian Rickman said: “We welcomed the opportunity to meet Minister Eagle and Minister McMorrin, and highlight the continued impact of recent global instability on Welsh farmers.
“Food security is national security, and recent global instability has made that clearer than ever.
“Farmers are facing surging cost pressures, particularly from fertilisers and sharply rising fuel costs such as red diesel, which in some cases have doubled.
“These are forces far beyond their control, yet they directly threaten the resilience of our food system.
“We urgently need a coordinated UK-wide approach that recognises the strategic importance of domestic food production and reduces our exposure to volatile international markets.
“With that must come regular and meaningful engagement between Defra and agricultural stakeholders across the UK, including the FUW, particularly on policy areas that remain reserved to the UK Government.”
Farming
Search launched for Wales Woman Farmer of the Year
NOMINATIONS are now open for the 28th Wales Woman Farmer of the Year Award, celebrating the vital contribution made by women across Welsh agriculture.
NFU Cymru, together with sponsor NFU Mutual, has launched the search for the 2026 winner of the prestigious award, which recognises the role women play in farming businesses, rural communities and the wider agricultural industry.
Now in its 28th year, the NFU Cymru/NFU Mutual Wales Woman Farmer of the Year competition has highlighted women from a wide range of farming sectors and backgrounds across Wales.
The winner of the 2026 award will receive £500 and a Welsh Royal Crystal bowl.
The closing date for nominations is Friday, May 29. The award will be presented on Thursday, July 23, on the NFU Cymru stand at the Royal Welsh Show.
NFU Cymru Deputy President Paul Williams, who will be one of this year’s judges, said: “The Wales Woman Farmer of the Year Award is there to champion the contribution that women make to farming businesses and wider rural life.
“Over the many years we’ve been holding this prestigious award, we’ve had a variety of winners, all representing different sectors and parts of the farming industry, and we look forward to receiving applications for the 2026 title and celebrating this great award.”
Heather Holgate, NFU Cymru Group Secretary and NFU Mutual Agent, who will judge the competition alongside Paul Williams, said: “For generations, women have played a crucial role in Welsh agriculture, from running farm businesses to leading diversification enterprises to increase farm income, and NFU Mutual is proud to support this award.
“We hope the award inspires other women in Wales to take centre stage and influence farming in the future.”
Anyone interested in entering, or nominating someone for the Wales Woman Farmer of the Year 2026 title, can visit the NFU Cymru website to complete an application form.
Forms are also available from the NFU Cymru office by calling 01982 554200.
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