Sweeping reforms are being called for at Hybu Cig Cymru – Meat Promotion Wales (HCC), the organisation responsible for promoting Welsh red meat.

The Senedd’s Economy, Trade and Rural Affairs Committee has published a report recommending a fundamental review of HCC’s governance and ownership, raising the possibility of returning control to the industry itself.

The report follows a period of internal turmoil and leadership challenges at the body, which is funded through a levy on farmers and processors. Concerns have been raised over its financial sustainability, accountability and ability to engage effectively with stakeholders.

Andrew RT Davies MS, who chairs the committee, said the organisation must now rebuild trust and strengthen its leadership.

“Welsh beef and lamb are globally renowned for their quality, sustainability and animal welfare standards. Hybu Cig Cymru must reflect that in its leadership and delivery,” he said.

“After a difficult period marked by internal disruption and loss of confidence, this is a pivotal moment to rebuild trust, strengthen governance, and ensure the organisation is truly accountable to the levy payers who fund it.

“This is also a challenging time for farmers, with a lot of uncertainty around tax and financial support. This is why it’s more important than ever that Hybu Cig Cymru is focused on working hard on behalf of farmers, and the wider meat industry, to promote our premium red meat.”

The Committee is recommending:

• Governance reform: Review HCC’s structure, including the potential return of ownership to levy payers and increased industry representation on the board.

• Financial sustainability: Clarify future funding plans and explore additional sources, including government support and service provision.

• Performance and accountability: Introduce measurable targets and transparent reporting to ensure value for money.

• Stakeholder engagement: Improve visibility and communication with farmers, processors and auctioneers.

• Collaboration: Increase joint working with other levy bodies and Farming Connect to reduce duplication and maximise impact.

• Promotion and impact: Strengthen evidence of marketing effectiveness, including use of loyalty card data to measure outcomes.

Responding to the report, HCC chief executive José Peralta told the Brecon & Radnor Express that the recommendations came at an “opportune time” as the organisation develops its long-term plan, Vision 2030.

“We welcome the Senedd committee’s timely recommendations and conclusions,” he said.

“To increase relevance and delivery several recommendations highlight the need to look further at HCC’s broad remit and how it can be funded over and above the existing red meat levy. As noted in the recommendations, levy income alone is not sufficient to cover the current remit and workload of the organisation along with highlighting that it is evident that for HCC to fulfil its extensive mandate, additional funding will be necessary.”

Mr Peralta said HCC had been pressing for increased financial support to deliver effectively for levy payers, and was in discussions with Welsh Government over options.

He added that HCC recognised the need for closer collaboration with other levy bodies and would continue expanding its engagement with farmers and the wider industry.

“HCC has significantly increased its engagement in 2025 and recognises that more can always be done, whilst appreciating this should be balanced against the cost of resourcing engagement activity against a finite budget which HCC has from its levy payers,” he said.

“As part of our current Vision 2030 engagement work we have asked levy payers for their views on how they would like to receive further engagement in an effective manner.”