Brecknock Hill Cheviot Marketing
The Brecknock Hill Cheviot Marketing Project was awarded SDF funding in September 2001. The aim of the project was to develop a major marketing campaign for the lamb, to develop branding and to secure a market for the lamb for future years.
The project has been hugely successful with 45 businesses joining a scheme to supply Marks and Spencers with Brecknock lamb, with in excess of 10,000 lambs sold last season. Brecknock Lamb appeared in the M&S Christmas brochure seen below.
The sustainability gains of the project are :
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Economic : Lamb sales to M&S have provided a much needed boost to the farming economy in the central Beacons (especially post foot and mouth) and this helps to support the wider social economy.
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Social : A successful marketing campaign has encouraged community cohesiveness and provided incentives for young people to continue farming traditions in the Brecon Beacons.
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Environment : Producers have been trained in improved environmental management and stock rearing techniques.
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Cultural : The Brecknock Hill Cheviot breed has been a key feature of the local landscape for 150 years – this initiative has helped to ensure that this continues in a more environmentally sustainable way.
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