Welsh Lamb & Beef Producers Ltd. is a farmer controlled agricultural cooperative of some 7200 members. Livestock farming is of significant commercial importance to rural Wales with the preservation of the family farm critical to the maintenance of Welsh culture and the scenic beauty of the Welsh countryside and landscape. The sustainability of Welsh livestock farming is dependent on the marketing of the outputs of livestock farming.

As a direct result of the efforts of Welsh Lamb & Beef Producers Ltd., branded Welsh Lamb and Welsh Beef is now widely available in supermarkets, independent butchers, and the serviced food sector throughout the length and breadth of the UK and, prior to the export ban due to the foot and mouth outbreak, also in key European markets in Spain, France, Italy, Portugal, Greece, Netherlands, Belgium, and Scandinavia. A priority of Welsh Lamb & Beef Producers Ltd. is currently to regain these commercially important European markets.

As part of its marketing strategy, Welsh Lamb & Beef Producers Ltd. utilises the natural green landscape of Wales and promotes the products as being reared on the green green grass of Wales. In addition to this positioning, Welsh Lamb & Beef Producers Ltd. has underpinned the products Welsh Lamb and Welsh Beef with robust quality assurance schemes which are independently certified to strict European quality standards.

Welsh Lamb & Beef Producers Ltd. is an excellent example of agricultural cooperation in action with farmers achieving considerable successes from working together to promote and market their outputs as branded Welsh Lamb and Welsh Beef, providing farmers with autonomy and independence; therefore, giving them control of their own destiny. Cooperatives and the cooperative approach is certainly the way forward for the future of farming and the future of the promotion of the red meat industry in Wales. As one of the UK’s largest cooperatives, Welsh Lamb & Beef Producers Ltd. is best placed with its expertise and experience of success to lead farmers forward.
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