Hybu Cig Cymru – Meat Promotion Wales (HCC) have announced that José Peralta is the new CEO of the red meat levy body.
José has significant experience of working in the United Kingdom’s meat industry, once working as CEO of large red meat businesses under the ownership of Grampian Country Food Group, Vion and 2 Sisters Food Group. Under José’s leadership the organization saw annual sales of £500 million, over 3,000 workers, six processing plants across the UK, and was one of the largest sellers of Welsh beef and lamb in the UK and abroad until 2016.
Later in his career, José became CEO of Tulip Food Company and then Puffin Produce in Pembrokeshire, where he led on the development of the Pembrokeshire Creamery milk bottling plant.
Commenting on the appointment in a statement, HCC Chair Catherine Smith said:
“The Hybu Cig Cymru Board look forward to working with José, confident that his exceptional leadership skills, and extensive experience in the red meat industry makes him the ideal candidate to lead HCC, in its next phase of development within a dynamic and evolving industry, while continuing to place our levy payers at the heart of everything we do.”
“This is an exciting time to join the organisation, as we continue to grow and strengthen our renowned brands, PGI Welsh Lamb and Welsh Beef. As we finalise our current five-year business plan and begin shaping our strategic vision for 2026 and beyond, we are focused on creating a roadmap that will support the sustainable growth of the industry as a vital part of the Welsh agri-food economy.”
“We would also like to thank Heather Anstey-Myers, Interim Chief Executive for all her hard work over the past year.”
The Deputy First Minister with responsibility for Climate Change and Rural Affairs, Huw Irranca-Davies, said:
“I am pleased that José Peralta is taking up this important role. With such a strong track record in the red meat industry his experience will be invaluable to take the organisation forward, delivering the utmost for its levy payers and the wider agri-food industry. I am confident that Hybu Cig Cymru will continue to play a central role in working with Welsh Government and stakeholders in delivering a sustainable future for farmers across the breadth of Wales.”
José Peralta said:
“I look forward to starting work immediately with the HCC team to ensure that the organisation stands with its partners as a strong voice for the Welsh red meat industry, championing its development and promotion on behalf of our levy payers.”
“Over the coming weeks and months, I will be engaging with levy payers and wider partners, to identify areas of mutual collaboration and partnership in order to maximise returns for our levy payers and the wider industry.”
José Peralta will start as Hybu Cig Cymru – Meat Promotion Wales CEO next week on 20 January 2025.
