A report has been released setting out a roadmap for the development of Welsh agriculture, including the creation of a Welsh 'brand'.
Established in 2015, Amaeth Cymru, or Agriculture Wales, is a joint initiative of the agricultural industry and Welsh Government promoting the prosperity of the farming industry and its contribution to present and future well-being within Wales.
Amaeth Cymru recognises that the industry is operating within a period of unprecedented uncertainty that will mean significant changes to the way that both government and industry will operate in the future.
It says that leaving the European Union presents a "unique opportunity" to set a "clear vision for the future of Welsh agriculture.
With Brexit, the report states that there is an opportunity to develop an agricultural policy for Wales. It says there is potential for import substitution in all of Wales’ key agricultural sectors, with new trading opportunities, so long as the markets remain open.
A more competitive currency provides good market conditions for exports and displacements of imports – if this is sustained in the long run, it notes.
However, the potential for the introduction of tariffs and non-tariff barriers to Wales' export markets represents a "major threat" for the sheep sector, in particular, which is particularly reliant on exports to balance carcass value.
'Brand Wales'
In order to dampen the negatives of Brexit and encourage activities that make markets work better, ensuring that the additional value stays at the farm gate, the report urges the creation of a "Brand Wales".
This brand will be used to promote Welsh products for the domestic market and abroad, with a focus on increasing the proportion of Welsh branded produce sold in retail markets.
In order to achieve this, farmers and the wider industry have been urged to communicate a combination of high quality, high welfare and environmental standards, together with aspects of the imagery of Wales’ unique culture and landscape.
The brand will be underpinned by progressive standards, regularly and independently inspected, that is hoped will guarantee consistently high quality products.
The report also states that consumer demand is "constantly changing", and today’s consumers are looking for more versatile and convenient meal solutions capable of being prepared quickly.
It says the Welsh farming industry needs to stimulate greater understanding of how markets work and the impact they have on farm performance.
