A business founded by former Wales rugby international and Powys farmer Dan Lydiate will be among 16 emerging food and drink producers showcasing their products at this year's Royal Welsh Show.

The producers will feature on the Welsh Government-funded Cywain stand in the Food Hall during the four-day show, which runs from July 20 to 23 at Llanelwedd, near Builth Wells.

Each day, four different businesses will have the chance to promote their products to thousands of visitors as part of a programme designed to help Welsh food and drink companies grow.

Appearing on Wednesday is Maverick Beef Sticks, founded by Abbeycwmhir farmer Dan Lydiate. The business produces high-protein, low-carbohydrate beef snacks made exclusively from pedigree Welsh Black beef.

The company's "All Beef, No Bull" ethos reflects its focus on using premium Welsh beef to create nutritious snacks for health-conscious consumers as it looks to expand its presence.

Cywain is a Food & Drink Wales programme funded by the Welsh Government, offering support to food and drink producers in areas including marketing, branding, sustainability and finance, as well as opportunities to test-trade at major events.

Llyr Gruffydd, Cabinet Minister for Rural Resilience and Sustainability, said: "The Welsh Government's Cywain programme is a key part of our commitment to supporting the growth and development of Wales' food and drink industry. Through Food & Drink Wales, we provide practical support to help producers turn great ideas into successful businesses, creating jobs, strengthening local economies and showcasing the very best of Welsh produce.

"Opportunities such as the Royal Welsh Show are an important part of that support. They enable emerging businesses to test trade, build customer confidence, increase their profile and gain valuable commercial experience in one of Wales' most prestigious food and drink showcases.

"I am delighted that 16 innovative producers will be exhibiting on our stand in the Food Hall this year. They represent the talent, entrepreneurship and ambition we have in every corner of Wales and demonstrate the important role this Welsh Government programme plays in helping food and drink businesses grow and succeed."

Cywain project manager Alex James added: "The Royal Welsh Food Hall is a hugely important showcase for Welsh food and drink producers. It is the ultimate shop window and, for the public, one of the 'must visit' attractions of the show."