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Pennod 39

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-Hello, welcome to Ffermio...

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-..and to Meat Promotion Wales'

-annual conference...

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-..at the Metropole Hotel

-in Llandrindod.

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-By lucky coincidence perhaps...

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-..lamb prices have risen by 12p

-a kilo on the previous week.

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-The future of the red meat industry

-is under discussion here.

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-More about that later.

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-Also on the programme,

-with Christmas approaching...

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-..Daloni will be

-in Sarn Mellteyrn...

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-..at a market

-which sells local produce.

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-We also announce the final question

-in our competition.

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-Every year, Meat Promotion Wales

-presents a scholarship...

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-..to applicants

-who are employed full-time...

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-..in the red meat industry in Wales.

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-Today, the scholars of 2014...

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-..will be sharing the results

-of their research.

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-Over the past weeks, Meinir and I

-have visited them on their farms.

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-This year,

-there are three scholars...

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-..James Powell, Carwyn James

-and Dr Eleri Price.

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-All three did some of their research

-in New Zealand.

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-James and his family live on Dol

-y Garn farm in Llanbadarn Fynydd.

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-They farm 50 cattle

-and over 1,000 sheep.

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-He chose to study how to improve

-the quality of pasture...

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-..and the use of marginal land.

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-He travelled to New Zealand

-and to Ireland.

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-I knew New Zealand was intensifying

-all the hill development.

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-They were doing a low-cost structure

-on how to develop the hills.

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-It's a situation we have here.

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-These hills were developed

-back in the '60s and '70s.

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-They became fenced-in hills.

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-They're basically doing

-what we've done.

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-They're applying a science to it.

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-That's what we've got to do.

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-Making more from less.

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-They're going further up

-into the hills.

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-It's challenging terrain,

-topography and climate.

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-In New Zealand,

-the average flock size...

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-..would be something like three

-or four thousand sheep per man...

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-..whereas Ireland is 100 or 200 ewes

-per farm, a smaller scale.

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-Basically, they've intensified

-every blade of grass.

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-One who has looked closely

-at the research is Gwawr Parry...

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-..Industry Development Officer

-at Meat Promotion Wales.

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-Gwawr, on behalf

-of Meat Production Wales...

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-..what did you think of James' ideas

-in his projects?

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-I thought they were very interesting

-and different.

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-He set out to find different ways

-of utilizing his land at home.

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-What he has already.

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-Using methods that other Welsh

-farmers would not have considered.

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-They can be used in Wales despite

-originating in foreign lands.

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-His main points are to make the most

-of his land at home...

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-..by using methods

-from New Zealand and Ireland...

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-..to maximize marginal land.

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-Land that wouldn't normally be used,

-or at least not profitably.

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-Maybe it can't be used

-to graze animals.

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-I'm sure he's mentioned two ways

-of making a profit.

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-Either increasing income

-or cutting costs.

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-Does he prefer one

-more than the other?

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-He concentrates on both...

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-..but the main points

-of his presentation...

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-..highlighted cutting costs.

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-Using different methods which were

-cheaper than ploughing, for example.

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-Using methods like planting turnips

-rather than ploughing the land.

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-After his travels, James

-has improved the land at home...

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-..by planting a new crop

-he saw in New Zealand.

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-A mixture of plantain and clover.

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-He's put up an electric fence

-to control grazing.

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-I've learnt that you start

-with the soil fertility...

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-..then you learn about the plant.

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-Then you get the sheep right.

-It follows in that order.

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-James has clearly benefitted

-from his experience.

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-Next, Meinir visits another scholar,

-this time in Pembrokeshire.

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-It's very difficult

-to start farming these days...

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-..unless you're likely

-to inherit a farm.

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-That's why one of the scholars...

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-..decided to travel

-to the other side of the world...

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-..to research

-into collaborative farming.

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-Carwyn James

-from Bwlchclawdd Bach, Crymych...

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-..now works as a nutritionist

-for ForFarmers.

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-He also farms 150 Hereford cattle

-and 300 breeding ewes.

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-As part of the scholarship...

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-..Carwyn opted to spend time

-in New Zealand and Australia...

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-..where collaborative farming

-is very common.

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-To be honest,

-I've always felt that farmers...

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-..could work together

-a lot more than they tend to do.

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-It was a natural subject

-for me to study.

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-We've seen a lot of collaboration

-in the dairy sector.

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-I think that the beef

-and lamb sector could benefit...

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-..from the methods and business

-structures used by dairy farmers.

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-What did you learn about working

-together in the two countries?

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-I saw that the mentality of farmers

-in New Zealand and Australia...

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-..is very different to the mentality

-of farmers in Wales.

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-In this country, we tend to consider

-every farmer as an individual.

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-We see our neighbours as competitors

-more than anything else.

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-The mentality

-was completely different.

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-The way of doing business

-was also different.

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-Family businesses

-were totally focused...

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-..on making a profit

-and being successful.

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-People worked together

-more efficiently.

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-They farmed in order to live...

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-..rather than allowing the farm

-to dictate their lives.

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-By improving structures...

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-..it would be possible to bring more

-young farmers into the industry...

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-..through collaborative working

-and offering more realistic rents.

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-Landowners could profit...

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-..from that investment in the land.

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-Farmers would profit

-from farming the land.

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-As Carwyn comes to the end

-of his research period...

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-..and reflects back on the work...

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-..what does he think

-is the way forward for the industry?

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-My research highlighted those people

-who were willing to work together.

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-Those businesses

-which collaborated...

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-..were usually the ones

-able to overcome volatility.

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-That was the main lesson I learnt.

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-It's one which we should learn

-in this country.

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-Market prices

-are very unpredictable.

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-We must learn to deal with that.

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-On a personal level...

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-..it's made me think about

-and analyse our business a lot more.

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-I've returned with ideas...

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-..on how we can work

-with other farmers more efficiently.

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-We are considering the possibility

-of some kind of contract rearing...

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-..which would give farmers

-a secure future.

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-It would give us more security

-to move forward.

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-The crucial thing

-about collaborative farming...

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-..is that every party taking part

-is benefitting.

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-There are plenty of possibilities

-out there.

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-It's about choosing the right one

-for us as a family and as a farm.

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-The next scholar...

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-..comes from the heart

-of the Brecon Beacons National Park.

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-She is Dr Eleri Price.

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-In her day job. she is

-a project coordinator with IBERS.

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-Although she now lives

-in Aberystwyth...

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-..she returns to the family farm,

-Beiligwern in Cray, at weekends.

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-She researched genetic selection

-for lamb meat yield and quality.

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-She did her research

-in New Zealand and Australia.

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-There are similarities in what

-they're breeding for meat yield.

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-They are looking at growth,

-muscle depth and fat depth...

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-..similar to what we are doing.

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-They're ahead of us

-in terms of meat quality.

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-Are we thinking about

-what the customer wants here?

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-Yes. In Australia, they've done

-a lot of consumer taste panels.

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-They're using that data, on-farm

-data and abattoir data as well.

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-They combine that information

-to get a system...

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-..where they can guarantee

-meat quality for the shopper.

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-The shopper can pay for a 4-star

-or 5-star quality product.

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-That payment structure

-should also come back to the farmer.

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-It's very impressive.

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-Everybody wins in a way.

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-Everybody wins in a way.

-

-Yes, the whole supply chain.

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-Gwawr, what exactly was

-Dr Eleri Price's field of research?

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-Eleri looked at genetic selection

-for meat yield and quality.

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-Improving the genetics of the animal

-to improve meat quality...

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-..according

-to the market's requirements.

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-This is mostly done by measurement

-in New Zealand and Australia.

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-The same steps

-could be taken in this country...

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-..to try to improve genetics.

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-Do farmers not give enough thought

-to the consumer in this country?

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-Is that something

-you want to convince us to do?

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-I'm sure it's difficult to think

-of your lamb's final destination...

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-..when you're busy lambing

-in winter.

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-But it's important to think about

-the final product at that time...

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-..or even when you introduce the ram

-to the sheep.

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-Were there any similarities

-between these countries and Wales?

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-Maybe we could look

-at meat quality in the future.

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-What have we got here in Wales

-and what can we do in future?

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-We need to look

-at what our customers want.

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-At farm level, we're already

-using the ID in this country.

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-We need to be looking

-at what measurements...

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-..we can be recording on-farm...

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-..and making more efficient use

-of the data on-farm.

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-We also need to look

-at buying recorded rams.

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-That's quite important

-to improve genetics.

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-It's a permanent thing on-farm...

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-..you can gain

-for meat yield and quality.

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-Congratulations to all of them.

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-They're all contributing to

-the theme of today's conference...

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-..which is

-Engage! Gaining Ground Together.

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-The lamb sector

-has had a terrible year.

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-Everyone is looking forward to some

-positive messages from the scholars.

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-Over 150 people from all parts

-of the industry are here today.

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-There are five guest speakers,

-all with different expertise.

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-One of them is Prys Morgan, Head of

-Operations at Meat Promotion Wales.

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-I think it's important

-that everyone works together.

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-It's important in all parts

-of the supply chain...

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-..from producers on farms,

-to processors...

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-..and to customers who give support

-by buying the product.

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-We are food producers.

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-It's very good

-to use the landscape we have...

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-..and the way farmers

-produce those lambs.

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-I think markets are very important.

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-Having said that,

-the elements we can influence...

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-..are production costs, how we

-produce and our target markets.

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-Those are things we can change.

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-We'll take a short break now.

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-Join us in a few minutes for more

-from the conference in Llandrindod.

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-Daloni will also visit a new market

-on the Lleyn Peninsula.

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-See you shortly.

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-.

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-Subtitles

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-Subtitles

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-Welcome back to

-the Meat Promotion Wales conference.

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-Many issues are being discussed,

-from exports to marketing.

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-There are lots

-of interesting workshops too.

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-One of these focuses on butchering,

-with Elwen Roberts and Rob Rattray.

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-They want to show how supermarkets

-choose cuts of meat to sell.

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-It's mostly producers

-that are here today.

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-They're thinking about

-their own situation on their farms.

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-We're trying to give them

-the customers' perspective here.

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-Rob could talk about

-what customers ask him in his shop.

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-He's a farmer too, so that was good.

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-It was a chance

-for Meat Promotion Wales to learn.

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-We could see what we need to do

-to help farmers even more...

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-..to develop their produce

-and so on.

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-With all the information available

-today, what are the farmers' views?

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-Everything has been fantastic. We've

-seen both ends of the food chain.

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-We've just seen Rob Rattray.

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-It's nice to hear

-what a butcher looks for.

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-He knows first-hand

-what a customer wants.

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-It's been interesting

-to hear talks...

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-..by young people

-who've been to other countries.

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-I enjoyed that very much.

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-There was plenty of information

-on where there have been problems.

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-They're not in this country,

-they're worldwide.

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-Welsh lamb has been up against it

-this year.

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-It's my first time at

-the Meat Promotion Wales conference.

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-It's a shop window for the industry.

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-It's nice to learn

-from the speakers here today...

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-..what goes on behind the scenes.

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-With Christmas nearing, there's

-more interest in local markets...

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-..in terms of offering ideas

-for original presents.

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-Recently, Daloni went to

-Sarn Mellteyrn Memorial Hall...

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-..to see the best produce

-from the Lleyn Peninsula.

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-Local produce markets

-are very popular at the moment.

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-On the first Saturday

-of every month...

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-..one is held here

-at Sarn Mellteyrn Hall.

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-I've come to find out who comes here

-to buy, who's selling...

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-..and what they're selling.

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-The market only began this Easter.

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-There were just six stalls here

-initially...

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-..and it was intended

-to be held in the summer only.

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-The number of stalls

-has now doubled...

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-..and the market continues to grow.

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-This market has followed on...

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-..from the development kitchen

-we have at Ysgol Botwnnog.

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-We wanted to offer a platform

-for local produce.

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-Businesses were given the chance

-to sell their produce locally.

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-Who sells here?

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-Who sells here?

-

-There are lots of stallholders.

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-We have food and craft stalls.

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-There are vegetables, bread, bacon.

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-All sorts.

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-Crafts, bracelets, wool products.

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-Everything you can think of!

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-It's busy here, Nia.

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-How have you

-got the market on its feet?

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-We've brought together

-a good group of stallholders.

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-They told us they wanted

-to set up a market of local produce.

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-They've been leading from the start.

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-Have you had any financial support?

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-We're very glad

-to have received funding...

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-..from the Lleyn AONB

-Sustainable Development Fund.

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-It was valuable in getting us on our

-feet and will help us going forward.

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-Sharon Jones

-is one of the stallholders.

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-She runs Moch Llyn,

-from Penarfynydd farm, Rhiw.

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-Sharon is the ambassador

-of the Wales pork industry.

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-I think

-that markets like this one...

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-..are very important

-to the industry on Lleyn.

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-Customers can come to us,

-see our produce...

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-..we're there to help them...

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-..and it also raises their awareness

-of local producers.

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-As ambassador,

-I'd like it if the public...

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-..bought more pork products

-from producers.

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-They'd get to know

-the meat's provenance...

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-..and they'd realize

-that it's completely different...

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-..to meat that's processed and sold

-in some of the supermarkets.

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-As well as all the tasty foods...

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-..there are various stalls

-which sell hand-made products.

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-What's the story

-behind Gair ar Bwyth?

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-It started two years ago

-as a hobby.

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-Something to do in the evenings.

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-Instead of buying the kits,

-I thought I'd make one.

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-Design it myself.

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-Welsh words, sayings and hymns.

-That's how it started.

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-It gives you pleasure.

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-It gives you pleasure.

-

-Yes.

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-Pleser Pur started in a cafe.

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-Chutneys and jams

-were being made in the cafe.

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-Someone asked us

-if we could sell a product...

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-..as they wanted it

-as a Christmas present.

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-That's how it started.

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-At the start of the year, you could

-try for a Great Taste award.

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-We've been lucky

-to have been awarded two stars.

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-We're very proud of that.

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-You have some cakes here, Geraint.

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-We've ran out

-of one thing you'd like.

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-The sausage rolls have all gone.

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-The sausage rolls have all gone.

-

-They've all gone!

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-Drat! I was going

-to have some for lunch.

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-You're Islyn Bakery.

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-How important is this market

-for a small business?

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-Very important.

0:19:060:19:08

-It's a very cheap advert for us.

0:19:080:19:10

-We're based in Aberdaron,

-the so-called end of the world.

0:19:110:19:16

-It helps for us to leave there...

0:19:160:19:19

-..and for people in Sarn and nearby

-to see us.

0:19:190:19:23

-Cegin Grug produce.

0:19:240:19:25

-It's a little different.

0:19:260:19:28

-Baklava.

0:19:280:19:30

-That's not Welsh.

0:19:300:19:31

-No!

0:19:310:19:33

-There are stalls here

-which make bara brith.

0:19:330:19:37

-I thought

-we'd bring different foods.

0:19:370:19:41

-Cegin Grug does buffets

-and outside catering.

0:19:410:19:44

-People like a different twist,

-such as Mediterranean food.

0:19:450:19:51

-What are those chocolate

-truffle cookies over there?

0:19:510:19:55

-They're a bit naughty

-as they contain amaretto.

0:19:550:19:59

-I feel a bit naughty

-and I like amaretto.

0:19:590:20:03

-OK. Great.

0:20:030:20:04

-This basket is heavy now!

0:20:050:20:06

-Thank you very much.

0:20:070:20:08

-Thank you very much.

-

-Lovely.

0:20:080:20:09

-One who's encouraged producers

-and shoppers to come here...

0:20:110:20:15

-..is the marketing officer,

-Lowri Rees Roberts.

0:20:150:20:18

-It started

-with the development kitchen...

0:20:180:20:21

-..and then the natural step

-was to set up this market.

0:20:210:20:25

-I've been working with Sian and Nia

-to get the market on its feet.

0:20:250:20:29

-How busy

-is the development kitchen now?

0:20:290:20:33

-It's busy.

0:20:330:20:34

-A lot of people

-at the market today...

0:20:350:20:37

-..developed their produce

-in that kitchen.

0:20:370:20:40

-That produce is here today,

-which is fantastic.

0:20:400:20:44

-I'm going home

-with an overflowing basket.

0:20:500:20:53

-I have plenty for Sunday lunch.

0:20:530:20:56

-This, as you can see...

0:20:570:20:58

-..is proof that Lleyn produce market

-is successful.

0:20:580:21:03

-What a day and what a conference.

0:21:070:21:09

-Now, a chance

-for you to win a trailer.

0:21:090:21:11

-The final question

-in our competition.

0:21:120:21:14

-The first prize

-is the 10-foot TA5G trailer.

0:21:170:21:21

-The second prize

-is the LM85G trailer.

0:21:210:21:24

-The third prize is the Q5e trailer.

0:21:250:21:29

-Together, they are worth

-over 7,000...

0:21:290:21:31

-..and have been kindly donated

-by Ifor Williams Trailers.

0:21:320:21:35

-To win one of them, you'll need

-to answer seven simple questions.

0:21:360:21:40

-The first letter of each answer...

0:21:410:21:43

-..will be an anagram

-of a seven-letter word.

0:21:430:21:46

-You'll have to send us that word

-by 25 November.

0:21:470:21:52

-Here's the final question.

0:21:540:21:57

-A vehicle which travels on tracks.

0:21:580:22:03

-That's it, all the questions

-have been asked.

0:22:030:22:06

-If you think you know

-the seven-letter word...

0:22:060:22:10

-..send your answer, name,

-full address and telephone number...

0:22:100:22:16

-..to Ffermio Competition, Telesgop,

-Bay Studios, Fabian Way...

0:22:160:22:22

-..Swansea, SA1 8QB.

0:22:230:22:29

-Or you can enter by submitting

-the form on our website.

0:22:290:22:32

-You must be 18 years or over

-to take part...

0:22:330:22:36

-..and we must receive your entry

-by 25 November.

0:22:360:22:41

-If you're one

-of the lucky winners...

0:22:420:22:45

-..you'll have to collect the trailer

-on the Tuesday at the Winter Fair.

0:22:450:22:49

-Good luck to you all.

0:22:500:22:51

-That's it for this programme.

0:22:530:22:55

-It's been an interesting day...

0:22:550:22:57

-..of exchanging ideas on the

-future direction of the industry.

0:22:570:23:02

-Our income from the market

-may be lower this year...

0:23:020:23:05

-..but maybe

-our financial management is better.

0:23:060:23:09

-It's important that those of us here

-go home, look at our businesses...

0:23:090:23:13

-..and decide what suits us

-from what we've heard today.

0:23:130:23:17

-From me and the Ffermio crew,

-thanks for joining us.

0:23:170:23:20

-Goodbye.

0:23:210:23:22

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0:23:360:23:38

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