Confidence is returning to Pembrokeshires livestock farming sector following the launch of the new Celtic Pride brand of Welsh beef and lamb.

The Welsh Meat Company, a co-operative with significant membership in Pembrokeshire, predicts that Celtic Pride will become a first choice for shoppers.

The new brand, launched in a blaze of publicity at Cardiff Castle last week, is being heralded as a saviour to an industry where returns have struggled to meet production costs.

Among the first diners to enjoy the brand could be troops at the Brawdy and Castlemartin military bases.

The Welsh Meat Company has signed a deal with the Ministry of Defence to supply it with 20 tonnes of Welsh lamb loins.

The new chairman of the Pembrokeshire NFU, Brian Ratcliffe, travelled to Cardiff for the joint announcement by the Welsh Rural Affairs Minister, Carwyn Jones.

He suggested the branding initiative could add £100 a head to the value of cattle by creating a niche product to rival Scotch beef.

The price of Scotch beef is currently averaging £1.92 a kilo compared to £1.65 for British beef. That difference equates to around £100 an animal, said Brian, of Colby Farm, Llawhaden.

If we can do the same for Welsh beef as the Scottish have done for their beef it will be reflected in better calf and store cattle prices." The brand was unveiled by Jane James, of Wood Park, Walton East, in her role as general manager of the Welsh Meat Company.

She said there was a determination by Welsh farmers to fight back for their industry and their proud tradition.

The brand is synonymous with quality and links farmers with producers, processors and retailers in order to provide better returns plus all the modern requirements of traceability for the consumer, she said. We believe that the Celtic Pride brand is the best way forward for livestock producers in Wales."

The brand will be owned by the Welsh Meat Company, but will be made under licence via joint venture initiatives with established processors, including Llanybydder-based Oriel Jones and Son.

Welsh meat is slaughtered and packed at the West Wales abattoir before being distributed to supermarkets nationally.

One of the first products to be marketed in this joint initiative is the Welsh Lamb Sausage which proved popular with visitors to Oakwood Park this summer.

A second barbecue flavour sausage will be launched during the Parks pantomime season.

They are among several Celtic Pride products being developed at Food Centre Wales new research and development unit at Horeb, Llandysul.