National Federation of Young Farmers' Clubs

Fun, Learning, and Achievement

21 February 2011

Wales YFC’s unique lamb marketing project has won Rural Youth Europe’s project award for 2010.

The project, in partnership with one of the UK's leading processors Dunbia and supermarket Sainsbury’s, sees Wales YFC members supplying Welsh Sainsbury’s stores with Welsh lamb and includes training and development days aimed at improving participating YFC members’ skills and knowledge.

The YFC members supplying the lamb receive a premium for their products and Sainsbury’s has also benefitted from an 18 per cent increase in sales since the Wales YFC-branded lamb was launched.

The project aims to support and encourage young people to remain in the farming industry and offers a stepping stone for young farmers trying to establish themselves as a supplier of Welsh lamb.

Training to date has included live-to-dead grading of lambs, farm visits to encourage and share best practice, a walk-the-chain day - from the abattoir, butchery and packing and distribution to the supermarket.

The training and development opportunities offered to involved members have helped them become more knowledgeable and reactive to market requirements. 

All members participating in the Wales YFC Lamb Scheme also help to support Wales YFC as for every lamb sold through the scheme, Wales YFC receives 40p a head from Dunbia.

Vice chairman of Rural Youth Europe Kadri Toomingas said: "The Rural Youth Europe judges were impressed with the multi-faced approach and vision of the project. Not only does the project bring tangible benefits to members through innovative training and practical insight into the Welsh lamb industry but it also aims to promote local agriculture and change public attitudes towards local Welsh products. "A young person from Wales YFC came up with the idea and young people are involved in the planning and implementation of the project. The judges also appreciated the clear benefits for local communities in Wales and that the project is sustainable in both the short and long-term.”

Wales YFC rural affairs chairman Rhys Evans said: "We are delighted to win this award and thanks must be expressed to retailer Sainsbury’s and processor Dunbia for ensuring the success of the scheme. It has been a fantastic opportunity for Wales YFC, and we are delighted that the scheme is continuing to grow, not only for the members of the supply chain initiative but it shows continued commitment for the development of the Welsh lamb industry from some of its key stakeholders.”

Sainsbury's spokeswoman Alice Swift said: “Sainsbury’s are very proud to be a partner with Wales YFC and Dunbia in the lamb marketing initiative.  We congratulate Wales YFC on their achievement and look forward to continuing our work together."

Rural Youth Europe brings together YFC and rural youth groups throughout Europe. It has half a million members in 25 different national organisations. The organisation offers any of the affiliated YFC organisations the chance to take part in training courses, seminars, and other cultural and social events across Europe each year.

Wales YFC will be presented with the Rural Youth Project travelling trophy at the next European Rally, being held in Slovenia.




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