A new trade deal between the UK and New Zealand, set to increase access to the UK market for New Zealand beef and remove all meat import restrictions within 15 years, has raised concerns for Hybu Cig Cymru – Meat Promotion Wales (HCC). The deal is seen as a threat to the sustainability of the farming industry and the availability of sustainable lamb and beef for consumers, as it could lead to an unlimited supply of these products from New Zealand. HCC also emphasized the importance of a level playing field for farmers and highlighted the potential environmental and animal welfare issues related to meat imported from New Zealand.