THE rise of vegetarianism, veganism and flexitarianism should be capitalised upon, not feared, young farmers at Wales YFC’s annual Rural Affairs Conference were told.
Rob Cumine, partner of Pembrokeshire-based Natural Wagyu, described the trend in reduced meat consumption as a real opportunity, saying if consumers bought less meat, they would be willing to pay more for it.
He said: “Globally, it is a great opportunity for Welsh farmers, with a strong provenance story to tell.”
This message was echoed by Mark Grant, associate director at Levercliff, food and drink marketing experts, who said: “People are eating less meat, but better quality. In Wales, we are well set up for this.
“Do not be apologetic – embrace it and develop something to suit the marketplace.”
He reiterated that in Wales there was a big opportunity to market products based on the fact they were Welsh.
In terms of dealing with retailers, Mr Grant said the only good stories they used were those about working with small companies, which would be of benefit to farm-based producers.
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