A large group of food industry executives, buyers and butchers from the Netherlands embarked on a tour of Wales last week, to find out more about Welsh Lamb and Welsh Beef.

The tour, organised by Hybu Cig Cymru – Meat Promotion Wales (HCC), took in a cooking masterclass by renowned chef Jamie Tully, a butchery demonstration, visits to a leading processing company, and an immersive tour hosted by award-winning farmers Richard and Helen Roderick.

The Roderick family rear sheep and beef cattle at Newton Farm at Scethrog, Brecon. Richard is a past winner of HCC’s scholarship, which enabled him to study beef systems in the USA, and Newton Farm is a past winner of the Silver Lapwing award for good environmental management.

Richard Roderick said: “For potential overseas customers, there’s nothing like seeing first-hand the non-intensive, sustainable and high-welfare farming methods that we have in Wales.

"The Dutch delegation were very interested in how we produce beef and lamb, and its traceability all the way from farm to fork.”

HCC Head of Supply Chain Delivery Jon Parker said: “The Netherlands is an important export market for PGI Welsh Lamb and PGI Welsh Beef. This tour was an excellent opportunity to showcase how we farm, and the quality and versatility of Welsh meat.

“Many thanks to Richard Roderick and family, and to our guest chef Jamie Tully, who are passionate ambassadors for our produce.”