Swansea Valley Salami Producer triumphs at National Pig Awards 2020

Enterprising Welsh pig producer, Cwm Farm Charcuterie Ltd, has received a top award in the prestigious National Pig Awards 2020.

Organised by the National Pig Association’s magazine Pig World, this year the awards final was held virtually on November 16th .

Cwm Farm triumphed in the Marketing Initiative of the Year category, with Carmarthenshire farmer, Luke Starkey, a finalist in the Young Pig Farmer of the Year category.

Said Melanie Cargill, Menter Moch Cymru Project Manager, “We’re delighted that Cwm Farm Charcuterie’s expertise and enthusiasm has been recognised, and that Wales was represented in the final by two fantastic pig enterprises that have taken
their ventures to the top.

“Menter Moch Cymru works with all sectors of the supply chain to develop a more sustainable, profitable and robust pig industry in Wales. Cwm Farm Charcuterie’s success demonstrates how important it is for Welsh producers to go out and get the public’s attention and show them what fantastic pork they produce.”

By winning the Marketing Initiative of the Year category, Ystradgynlais-based Cwm Farm has added to an already impressive trophy collection.

Pig farmers-turned salami producers, Ruth and Andrew Davies have created an innovative range of salami and dried cured meats that are sought after by some of the finest restaurants as well as hungry Welsh rugby fans.

Ruth’s natural flair for marketing and her spontaneous, and often amusing, use of social media has helped create a faithful – and growing – customer base which stretches from Wales to Finland and most recently Switzerland and Kansas (USA).

Ruth says, “I’m absolutely over the moon to win this award, not only is it fantastic for Cwm Farm, but it means so much to me too. Andrew and I very much believe in offering customers a personal service. We want them to know that when they pick up the phone to me, I’m the same person who they have seen on Twitter or Instagram.”

Marketing has become a huge part of running a successful business, particularly in the current climate.

Ruth says, “It’s about the journey, and marketing has come on so much in the past couple of years. Competitions such as the National Pig Awards help raise awareness of Welsh pig producers.”

Pro-actively promoting their businesses is something Welsh pig producers need to take more on board to create a wider market for their products.

She says, “You’ve got to stand out from the crowd and shout about your products. Yes, I’m a pig farmer, and I’m passionate about what we produce. But while we might make a load of salami, at the end of the day we’ve still got to sell it.”

Attracting customer attention, she believes, Welsh pig producers don’t necessarily have to incur additional costs.

“Farmers like ourselves with little or no money to spend on marketing can achieve a lot themselves. I say to people, I am in wellies in the morning, in the afternoon I’m making salami, and at night I’m shouting about it – and I even sing about it!”

Menter Moch Cymru is funded by the Welsh Government Rural Communities – Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government.


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