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In November 2008, ‘Freedom Foods' was launched by Huw Davies, farmer and Agrisgôp co-ordinator,  in the National Assembly in Cardiff.  In the launch, Lord Dafydd Elis Thomas, Lorraine Barrett AM was present, amongst other members of the Assembly, the RSPCA and the Agriculture sector.

Freedom Foods is a scheme that acknowledges high animal welfare standards, not only on the farm but also during transporting and processing. Everything is inspected by the RSPCA to give permission to put the logo on the produce.

This was Huw Davies's speech on the night.

My Lord Dafydd, Lorraine, Ladies and Gentlemen, may I first thank the RSPCA and Freedom Food for their very kind invitation to myself and Sheila to be part of this fantastic celebration and showcase of Welsh produce reared to the highest health and welfare standards. We are especially proud that the main course was Dolaucothi lamb, cooked, may I say, to perfection by the Charlton House catering staff. I would like to point out that we not only aspire to produce this lamb to the highest welfare standards, but also with the minimum carbon footprint due to our natural farming systems and proximity to the Dunbia factory at Llanybydder. It is more than I can say as regards my presence here tonight.....I am not sure if you have heard of the film ‘Planes, Trains and Automobiles'...Well, I was in Inverness talking to some Scottish Crofters last night, and after a train journey, a plane flight and a car trip I finally got here with a few minutes to spare. Environmentally and welfare friendly lamb, but maybe not this time in the case of the shepherd, either in environmental or welfare terms!

And what a journey we have had with Dolaucothi lamb since it was launched by Carwyn Jones, then the Rural Affairs Minister, at the Sainsbury store in Cardiff back in September 2003.  A journey that has taken us as a group of eight sheep farmers from the beautiful Cothi Valley to the high tables of the Guildhall and the Mansion House in London, and the incredible surroundings of the Natural History Museum where we have eaten our lamb in the shadow of a dinosaur at the prestigious RSPCA Good Business Awards. 

As with my journey today from Inverness to the Assembly Building here in Cardiff, the smooth passage of the Dolaucothi lamb voyage has depended on a team of people and a partnership approach. First of all, and definitely the most important, is the care and stockmanship expertise provided by my fellow farmers within the Cothi valley for their sheep flocks, which underpins the whole enterprise. The eight National Trust tenanted farms (some now worked by the third generation) are managed in a way that aspires to the highest health and welfare standards, while at the same time being sympathetic to the environment. The National Trust, and we their tenants, fully take on the responsibility of being custodians of the countryside, while producing quality food for the discerning consumer. We are very proud to be the first recipients of the National Trust Fine Food Award in 2006, and subsequently in 2007/2008. No resting on your laurels as far as the National Trust is concerned....we have to go through the same scrutiny every year, but, of course, this is what gives the award gravitas and credibility. An award that takes into account the taste of the product, how the product is produced and the environment in which all this happens. Interestingly, a group of responsible, conventional farmers leading the way!

Unfortunately our Minister for Rural Affairs is unable to be with us tonight due to another event being held in Cardiff, but in the 2020 Sustainable Farming Report which was presented to her last Autumn, one of the three key recommendations was the need for farming to connect effectively to the market and the needs of the consumer. The only way to achieve this is by all those involved in the food chain working together in a truly integrated manner, united by a clear vision. As Dolaucothi lamb producers, we are fortunate to have that connection and partnership with Dunbia as a processor and Sainsbury's as a retailer. This five year journey would not have been possible without a transparency and trust being present between sheep farmer, processor and retailer. I think what has also been unique in this journey is the personal investment of time and effort that has been given by Jim Dobson as owner of Dunbia, and Mr Justin King, the Chief Executive of Sainsbury's. What a team to have on your side! But, as you can imagine, dealing with these professional giants also has its challenges for us rather naive farmers from deep, dark, wild West Wales. We are always on the look out for some good council and we were fortunate to be advised the following at the start of our journey:

If the circus is coming to town and you paint a sign saying "Circus Coming to the Town on Saturday," that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations. If the town's citizens go the circus, you show them the many exiting rides, explain how much fun they'll have spending money on the rides, answer their questions and ultimately, they spend a lot at the circus, that's sales!

I can see Mr Bill Joyce of HCC and Mr Moss Jones of Welsh Lamb and Beef Producers nodding sagely in agreement over there, and I take this opportunity of thanking HCC for their assistance in the promotion of Dolaucothi lamb and Welsh lamb in general.

Marketing is an art in itself, but if the product is lacking in any way, then a key member of this partnership, namely the discerning consumer, will stop buying and we are once again back at square one: back in the commodity market, where branding and aspirations for high welfare that are substantially above the minimum standards will go unrewarded, or, worse, with no market at all!  I have already mentioned the annual National Trust Award, but we are also as a group of producers accredited by Freedom Food, an assurance scheme that is recognised for its high welfare standards not just on farm but also in the way our lambs are transported and handled at the processor. Not only do we have endure inspection of our stock, handling and housing facilities, medicine records and storage facilities, but we also have an inspection from an RSPCA employee to monitor the actual Freedom Food appraisal. A belt and braces approach. All rather tedious you may think, but again having the Freedom Food logo on our product gives us as sheep farmers a sense of accomplishment, and also peace of mind for the consumer. Tough accreditation and extremely effective marketing in one go...maybe not so tedious after all.

Freedom Food is responsible for pushing the boundaries of achievable and beneficial welfare standards on our farms, and I stress, standards which are both achievable and beneficial.  Their credibility with farmers and consumers would soon disappear if standards were put in place just to act as a point of difference or as a one upmanship with other assurance schemes. I currently Chair the Ruminants Standing Committee of the Farm Animal Welfare Council and would like to thank the RSPCA for their engagement and Freedom Food for the way that they try to include our recommendations into their standards as soon as is practically possible and after proper deliberation at their own standards committee. Our latest report considered castration and tailing within the sheep industry and I am convinced that we have produced a balanced report that, on the whole has been accepted by all interested parties. Some of the key recommendations that will have immediate welfare benefits on our farms will be incorporated into the standards in the near future.

As a Welshman it makes me extremely proud to deliver a speech at the home of my own Welsh Assembly. I do a lot of work over the border and fully appreciate how very fortunate we are in Wales to have a Rural Affairs Minister and Chief Veterinary officer who understand the practicalities of farming and are willing to act accordingly without compromising, but rather enhancing health and welfare standards that makes Welsh produce the envy of the world. As the inaugural Chair of the Welsh Animal Health and Welfare Strategy Steering Committee I saw and still appreciate the important role the RSPCA plays as an active member of that body. Consensus is not always easy due to the diverse nature of the membership but there is a unified sincerity as regards improving the standards of health and welfare on our Welsh farms.

Tonight also gives me the opportunity to thank the Welsh Assembly for putting in place a Farm management development program called Agrisgop, without which  Dolau Cothi lamb would not be possible. Without Agrisgop I would not be here tonight and you would certainly not be eating our lamb. Agrisgop is a program that uses action learning techniques to take Welsh farmers on a voyage of personal and professional discovery. As farmers in the Dolau Cothi valley we made full use of this program and as a result our marketing scheme has made our farms more profitable and sustainable. This, of course, ultimately leads back to better welfare. This very successful program was delivered by Menter a Busnes and managed by Eirwen Williams who is with us tonight.

Once again, thank you for the invitation here tonight, and I leave you with these two thoughts...the first to all the Assembly members here tonight and the second to myself.

"Politics is not the art of the possible. It consists of choosing between the disastrous and the unpalatable."

Most people know how to keep silent but few of us know when.