A company marketing meat produced in Pembrokeshire is launching its own brand this month.

The Welsh Meat Company, a co-operative with more than 600 members, has enlisted the Welsh Rural Affairs Minister, Carwyn Jones, to unveil its signature brand.

It aims to get its meat recognised in supermarkets and restaurants and has sought inspiration from some of the big names in the food industry. When Kelloggs or Mars launch their new brand ideas, they research what the consumer is looking for and what will work best in the market place, said general manager, Jane James, of Wood Park, Walton East.

We have done exactly the same and, whilst we do not have the budget which big multi-national companies may have, we have considered both our customers and our members."

By creating its own brand, the company aspires to establish its name in a competitive market. In return, it believes it can deliver better prices to farmers.

It will use its Welsh image, emphasising the link between the producer and processor, to compete against other meat suppliers. Carwyn Jones will reveal the new brand on Monday, November 26th.

The co-operative has members across Wales and counts several Pembrokeshire producers among its membership.

As this membership has grown, the Welsh Meat Company has opened new offices at Newcastle Emlyn.

It has appointed a new membership services co-ordinator, Carmarthenshire farmers daughter, Nia Thomas.

Nia recently graduated in agri-food marketing and business studies and will head the companys new recruitment drive from the Newcastle Emlyn office at the Farmers Stores.