Welsh farmers are taking centre stage this summer as PGI Welsh Lamb hits screens across England and Wales. Hybu Cig Cymru – Meat Promotion Wales (HCC) has launched the third year of its ‘Experts in their Field’ campaign, showcasing local producers in a multi-media push aimed at households nationwide.

Dinas Mawddwy farmers Lisa and Ken Markham feature in the television advert, which will air on S4C and Sky channels over the coming months. Meanwhile, Emily Jones from Ceredigion and Cardiff-based brothers Ben and Ethan Williams appear in the campaign’s digital content.

Joining the campaign this year is former Wales and British Lions rugby star Jonathan ‘Fox’ Davies, who features across social media and was on HCC’s stand at the Royal Welsh Show earlier this year.

“As a proud Welshman, and someone who loves his food, it’s great to be working with Welsh lamb,” said Davies.

“I know how important farming heritage is for our rural communities and the role it plays in keeping the economy and communities alive.”

“As someone who has travelled a lot through rugby, I’ve seen the high regard Welsh Lamb is held across the world. With health and fitness also being important to me, I’m looking forward to showing how having a healthy and balanced diet, with food such as Welsh lamb, doesn’t mean having to compromise on quality or taste,” he added.

HCC’s Brand Engagement Lead, Pip Gill, said: “Our Expert in their Field campaign has resonated well with audiences across England and Wales and has strengthened perceptions around farming methods in Wales as well as Welsh lamb as a product.

“We’re thrilled to have Jonathan join us as a brand ambassador this year. Like our farmers, Jonathan is an expert in his field and like Welsh lamb, he has a world-renowned reputation.”