Mon, 04 Dec 2017 Ffermio

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-According to a recent report...

-..the way customers buy red meat

-is changing.

-Will this affect meat sales

-in Wales?

-It's people voluntarily

-eating less meat.

-It's not a large percentage

-but it is increasing.

-The enterprise

-of one Lleyn family pays dividends.

-What's the point in training the

-boys if you can't offer them work?

-The carcass competition

-at the Winter Fair...

-..is a huge help

-to pioneering young breeders.

-I learnt a lot

-during this competition.

-It's my first time but not my last.

-I'm at the Winter Fair, the shop

-window for the red meat industry.

-If you had a look around today,

-you'd be confident for the future...

-..but trends are changing

-in buying and eating red meat.

-Is the industry

-ready to meet the challenges?

-Meat Promotion Wales worked

-with Kantar Worldpanel last year.

-They discovered

-that flexitarianism is on the rise.

-Flexitarians only eat meat

-occasionally.

-The percentage of nightly meals

-that don't contain meat...

-..has grown from 36% to 38%

-in less than three years.

-What effect has this had

-on Welsh farmers?

-It's important

-to research and determine...

-..where the trends are taking us.

-It's people voluntarily

-eating less meat.

-It's not a large percentage

-but it is increasing.

-You must remember that people

-eating meat in this country...

-..with a population of 70 million,

-only 3% don't eat meat.

-We still retain a strong market.

-That percentage hasn't changed

-for 30 years.

-There's a strong market

-but we have to change and adapt.

-The market is changing

-and the demand is changing.

-As a body and an industry, we have

-to meet the changing market.

-Looking to the future...

-..it's important to encourage young

-people to continue eating red meat.

-We've seen a trend

-in the small shop sector...

-..where fewer Welsh people

-are buying meat to cook...

-..some cuts in particular.

-If we look at the catering sector...

-..there's a huge increase,

-especially with lamb.

-There's been an increase in the sale

-of lamb in the catering industry.

-We can do more work in educating

-young customers how to cook...

-..and the value of cooking lamb,

-in particular, at home.

-We currently have European

-PGI branding on our produce.

-What's going to happen to that

-if a hard Brexit occurs?

-Are you preparing for that now?

-Will there be a new Welsh brand?

-We don't know what will happen

-in the future as we stand here now.

-Knowing that we face uncertainty,

-we are working on another plan...

-..with Defra

-and the Welsh Government.

-If we're not part of

-the European system in the future...

-..we'll have another plan in place.

-Of course, time will tell.

-We have to retain the brands

-we have.

-That way we'll secure value

-in the market.

-The red meat industry in Wales

-is facing challenges.

-What's being done to promote

-the produce across the world?

-Brexit has done very little

-to benefit us...

-..but it has shown us that

-all our eggs are in one basket.

-It's shown us

-that we have to target new markets.

-There are markets out there

-without a doubt.

-The Middle East is a market

-we should be pursuing.

-There's been an increase in red meat

-consumption in these countries.

-There's demand for premium red meat

-which is what we're selling.

-We've had success

-in places like Canada.

-We must think about China and

-America as markets for Welsh meat.

-As we look to the future...

-..what's the primary message

-in terms of selling red meat?

-In Britain, we've started

-a campaign with beef...

-..where we emphasise that red meat

-is healthy and nutritious...

-..as part of a balanced diet.

-It contains zinc, iron and protein.

-That's our message

-for beef promotion.

-With lamb, we're trying

-to promote it as a flexible meat.

-We've introduced a website you can

-access on your mobile phone.

-If you're wondering which cut

-to purchase, you can access recipes.

-Some will have videos

-showing you how to cook.

-We're presenting lamb as a flexible

-ingredient which is easy to cook.

-There are varying opinions...

-..about the advantages and

-disadvantages of eating red meat.

-Informed advice

-is important for customers.

-Dietician Sioned Quirke

-is an expert on food nutrition.

-The topic of red meat

-is rather contentious.

-I think that people

-are worried about eating it.

-Research has shown that eating

-red meat a few times a week...

-..is OK for our health.

-Problems arise with processed meats.

-That includes sausages and bacon.

-We know that red meat is a good

-source of protein, folate and iron.

-A portion of meat is the same size

-as the palm of your hand.

-It's great if we can eat two

-to three portions of meat a week.

-With trends such as

-flexitarianism...

-..that cuts down on the amount

-of meat someone eats.

-That's fine, it's no problem at all.

-We have to make sure we have another

-source of protein in the diet.

-I would say that the best advice...

-..is to buy meat that hasn't been

-processed, is low in fat...

-..and cook it at home.

-We know the quality

-of what we've bought...

-..and the quality of our meals.

-We shouldn't add

-more fat and salt to it.

-To appeal

-to the younger generation...

-..Meat Promotion Wales invited

-Chris Roberts to cook lamb...

-..using the asado method.

-Chris,

-tell us more about this asado.

-Asado is a way of cooking adopted

-by our ancestors in Patagonia.

-Iron cross,

-mountain lambs, on the fire.

-What's better than that?

-What are young people

-eating these days?

-I love putting these videos

-on Facebook.

-A lot of young people watch them.

-They send photos of the recipes

-they try - at least they're trying.

-I was at a festival

-with the asado...

-..and the youngsters

-were eating lamb for the first time.

-They don't know about it -

-that's the problem.

-As soon as they do, they go for it.

-We need to educate them

-about local produce.

-Wales has the best produce

-in the world.

-There's something social

-about asado cooking.

-It's not just about the food.

-We keep the fire going

-after the lamb's been cooked.

-Red wine, good music,

-what's better than that.

-Is this important?

-The wood is very important.

-You use seasoned hardwood for fuel.

-It gives the lamb

-a subtle smokiness.

-I have oak, beech and ash.

-In terms of the meat's

-nutritious value...

-..it's important

-to convey that message...

-..especially

-when it's not processed.

-Some people are claiming

-that red meat is bad for you...

-..but that's all down

-to processed meat.

-This isn't bad for you.

-This lamb breathed Welsh air

-and ate Welsh grass.

-The only thing I've missed so far

-is a taste of the meat.

-I'm so glad Meat Promotion Wales

-allowed me to cook this meat here.

-Wow, that just peels off the bone.

-When did you start cooking this?

-When did you start cooking this?

-

-It's been cooking for seven hours.

-When I serve it pink, it melts

-in the mouth with crackling.

-You can taste the depth of flavour.

-The smokiness is subtle

-but it's still there.

-What do you think of that?

-What do you think of that?

-

-Lovely. Thank you, chef.

-I'm not a chef.

-I just like cooking meat on fire.

-My eyes are red from being here

-all day but I love it.

-How often do you eat meat?

-Every lunchtime and suppertime

-usually. Sometimes I eat fish.

-I like every meat,

-pork, lamb and beef.

-Some people claim that we eat

-too much meat these days.

-I don't believe that.

-It's a good source of protein

-and keeps you going.

-It's expensive

-but you get what you pay for.

-If you want a good cut of meat,

-you'll have to pay for it.

-The customer has the final word.

-It's time for a break.

-We'll be back soon.

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-Welcome back.

-I'm on Tyddyn Cae farm,

-Boduan, near Pwllheli.

-Traditionally a sheep farm

-but for the first time ever...

-..they've just started farming

-dairy cattle.

-I came here at the start of July

-when they were building.

-I've come back to see how

-the new enterprise is developing.

-We first visited Tyddyn Cae

-back in December 2008.

-Back then,

-Tomos and Hefina Evans...

-..were sheep farmers and tenants...

-..to Lord Newborough

-and the Glynllifon estate.

-They also ran the Daflod restaurant

-above the Fic in Llithfaen.

-Things have changed here.

-Within the last five years, they've

-bought the Whitehall in Pwllheli...

-..they've bought Tyddyn Cae

-which includes 250 acres...

-..and they've built

-two cattle sheds, one silage pit...

-..one slurry pit

-and a brand-new milking parlour.

-In the middle of the summer,

-builders and contractors were busy.

-Coordinating the project

-was Tomos.

-Things have moved ahead very

-quickly over the past few years.

-Remarkably so.

-We made the decision

-to buy the Whitehall.

-It took two years

-to draw up plans after buying it.

-We decided to make

-a major investment.

-It came with

-a substantial amount of risk...

-..looking back at it now.

-We were so enthusiastic.

-The business

-has worked and succeeded.

-We decided to make another

-investment after buying Tyddyn Cae.

-We wanted to modernise the farm

-to get the boys home.

-Why did you decide on dairy cattle?

-We drew up a business plan

-when we bought Tyddyn Cae.

-We took a serious look

-at the business.

-As we were, we had sheep and cattle.

-We could only sustain one family

-on Tyddyn Cae.

-In that respect, with the boys

-wanting to return home...

-..we had to look

-at how we could get them home.

-Milking, on paper,

-made the most financial sense.

-That's the only thing.

-We had to become more intensive.

-The boys had received some training.

-Gruffudd had been to Glynllifon...

-..and he spent some time

-in New Zealand.

-Ifan followed a degree course

-in Harper Adams.

-You felt that there was no point

-in training these boys...

-..if you couldn't offer them

-some work at home.

-What worked in our favour...

-..was the rise in the price of milk

-since we drew up the business plan.

-Things are going the right way

-for us.

-It's a 25-year investment. I have

-confidence that we can succeed.

-There are three children -

-Ifan, Morfudd and Gruffudd.

-Morfudd is a student in Cardiff.

-The sons are busy preparing

-for the new enterprise.

-How much of a decision was it

-to start dairy farming?

-We'd been thinking about it

-for many years.

-In the end, I think we made

-the correct decision.

-You were all agreed.

-Yes, we all made the decision.

-Was this the only way forward?

-That's what I think.

-I don't see a bright future

-for beef and sheep.

-You've had help from the Assembly.

-We were fortunate to receive help

-to start the enterprise.

-How difficult would it be

-to start something like this...

-..without financial help?

-It would be impossible.

-We'd have to re-assess many things.

-Most definitely, yes.

-You think this is the way forward.

-Yes, yes, there's no doubt about it.

-Tomos and the boys are busy day and

-night building the milking parlour.

-Hefina is in the kitchen

-of the Whitehall, Pwllheli.

-What have you been doing

-over the past nine years?

-How have things developed for you?

-After leaving the Daflod,

-we moved to Pwllheli.

-We bought a run-down pub

-in the middle of town.

-We made a big

-financial commitment to it...

-..to try and get it

-up to this standard.

-Here we are now, serving food.

-You're in your element

-in the kitchen.

-Most definitely, yes.

-Tomos and the children were

-supportive in the first few years.

-We hope we can support them

-while they're busy milking.

-No regrets?

-No regrets?

-

-Not yet!

-They aren't diversifying

-on Tyddyn Cae farm.

-It's a business development

-for the future.

-The decision to start milking

-was made before the Brexit vote.

-The result

-has caused some concern...

-..but Tomos believes

-he's on the right track...

-..even in a world without subsidies.

-It strengthens our decision.

-We have to consider life

-after Brexit.

-I don't think we'll have

-many subsidies after Brexit.

-After securing a milk contract

-with Glanbia on Anglesey...

-..and after months of hard work...

-..the milking parlour is ready

-and the milk is flowing.

-Everyone has settled in

-to the new routine.

-Well, Ifan, you've started milking

-and everything's going well for you.

-Yes, everything is going well.

-There are a few small problems

-but we're getting through them.

-The milk market

-favours you at the moment.

-We receive 35/36p per litre.

-We've started at a favourable time.

-What price had you put

-in your business plan?

-We based our business plan on 25p.

-It's helped us out greatly.

-We're receiving

-a very fair price right now.

-More importantly, Ifan,

-are you enjoying it?

-Yes, I wouldn't be doing it

-if I didn't enjoy it.

-I find it easy

-getting up in the morning.

-The hours are long

-but I take great enjoyment from it.

-Here we are, Tomos. It's worked.

-Yes, we're finally in.

-We took our time to get them in.

-We were rather fortunate

-with the weather.

-210 cattle are milked every day.

-Yes.

-That was part of our business plan

-and we've realised it.

-Are you happy with your world...

-..or are there other challenges

-ahead for you?

-No, we're relatively happy

-as we are right now.

-There's some construction work to do

-but it doesn't affect the milking.

-More importantly,

-the money's coming in.

-Are you confident about the future

-of the dairy industry?

-Yes,

-I'm glad we made this decision now.

-Of all the sectors available to us

-in the farming industry...

-..I think this is

-the strongest sector.

-We will face challenges

-from Brexit...

-..but I'm confident

-the business will succeed.

-Three weeks ago,

-I joined two young farmers...

-..who'd started keeping pigs

-as part of a Menter a Busnes scheme.

-They are Naomi Nicholas

-and Cennydd Jones.

-I'm at the Winter Fair...

-..to see them competing

-in the carcass competition.

-Menter Moch Cymru is funded by

-the Rural Development Programme.

-It was established to help

-and develop the Welsh pig sector.

-There are around 25,000 pigs

-in Wales.

-They produce 3,200 tonnes of pork

-annually.

-The aim is to increase

-the Welsh herd.

-The experience of attending

-the Winter Fair is important.

-It's a great chance

-to receive feedback from judges.

-Well, Cennydd,

-the big day has arrived.

-How many pigs are entered

-into this competition?

-Four of us were fortunate enough

-to be in the competition...

-..and I knew the four of us could

-enter a pig each in the competition.

-Myself, Naomi, Ffion and Kim have

-entered a pig in the competition.

-Did you see the carcass

-before it was judged?

-No, it was midday today before

-I arrived at the showground.

-That's when I saw my carcass

-for the first time.

-It was an interesting experience.

-I don't usually see

-the finished product.

-When I last spoke to you, you said

-you were holding the pig back...

-..because you felt

-it was growing too big.

-That's the mistake I made.

-I've compared my carcass

-with the others.

-I think I held it back too much.

-You can see that

-in the depth of the loin.

-It's not as good as the other pigs.

-It takes a long time

-to inspect and mark each carcass.

-Marks are awarded

-for different elements.

-Glyn Davies from Denbigh

-is one of the judges.

-Happy with the competition, Glyn?

-It's a good competition

-even though only four competed.

-What were the characteristics

-of the top two?

-I went with what I would want

-to sell in my shop.

-It was a Welsh pig.

-It was a sow.

-It had a good length, and an

-excellent shape for a Welsh pig.

-Very nice. I like Cennydd's pig.

-It was another Welsh pig.

-It had a good length.

-For me, it was a boar and I try

-not to sell those in the shop.

-The quality on the plate

-is a little inferior.

-Naomi entered a black pig

-in the competition.

-A traditional Large Black pig.

-It was a little too fat.

-That's what they're like, you have

-to slaughter them when it's time.

-It's a niche market,

-the traditional pigs.

-Not everyone wants them.

-Constructive criticism

-from the judge...

-..but did Cennydd learn anything

-from competing at the Winter Fair?

-I was third today.

-I looked at the other carcasses

-and it was a fair result.

-The top two had more weight on them

-and a better shape.

-I've learnt a lot

-from the competition.

-It's my first time but not my last.

-How confident were you

-of victory here today?

-I didn't know what to expect.

-I've never done anything like this

-before. It turned out well.

-The carcasses were sold later

-in the day.

-The hope was to invest any profit

-back into the business.

-Cennydd secured the best price

-of the four.

-His Welsh pig sold for 260.

-Ffion received 220, Kim 200...

-..and Naomi 160.

-That's it for this week.

-It's nice to say

-that we live at a time...

-..where young people

-can try something new.

-We know we'll have to be flexible

-for what awaits us in the future.

-For this week,

-from myself and the Ffermio crew...

-..thanks for your company

-and goodbye to you all.

-S4C Subtitles by Adnod Cyf.

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