New chief executive announced for troubled Welsh levy body

Welsh red meat levy body Hybu Cig Cymru – Meat Promotion Wales (HCC) has appointed a new chief executive.

Taking over the reins from interim-chief executive Heather Anstey-Myers is José Peralta, former chief operating officer of Puffin Produce.

The organisation, faced with turmoil and a reported toxic culture, saw its former chief executive Gwyn Howells tender his resignation in June 2024 after a year-long sickness absence.

See also: Welsh red meat body in turmoil after two directors resign 

HCC leaders later revealed he would have been dismissed for gross misconduct had he not resigned. Mr Howells is understood to be taking legal action to clear his name.

Board members and key staff have also left the organisation in the past 12 months, accusing its leadership of fostering a toxic workplace culture and mishandling serious bullying allegations.

Mr Peralta is said to bring with him a wealth of experience having worked for over 25 years in the UK meat industry at managing director level.

Past roles include working as managing director of the UK’s second largest red meat business under the ownership of Grampian Country Food Group, Vion, and 2 Sisters Food Group.

Later, he became managing director of Tulip Food Company. He also led the development of the Pembrokeshire Creamery milk bottling plant.

Strong voice

Mr Peralta, who is set to start his new role on 20 January, 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.”

Deputy first minister of Wales Huw Irranca-Davies, who has responsibility for climate change and rural affairs, said: “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.”

Hybu Cig Cymru is a Welsh government arms-length body.

Opposition parties have previously called on the Welsh government to implement a full leadership overhaul and investigate the body, which supports the red meat industry – a sector valued at more than £1bn to Wales.