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A children’s author was plunged in at the deep end when she began her new role at Welsh red meat body Hybu Cig Cymru (HCC).

No sooner was Medi Jones-Jackson appointed events executive, she was flown out to Italy to promote Welsh beef, lamb and pork to retailers and foodservice suppliers at Milan’s Tutto Food trade show.

Days later she was back in Wales supporting the Cows on Tour roadshow to primary schools.

“These events, and everything in between - such as supermarket promotions and food fairs - are great opportunities to get the message across,” she said.

Originally from the Conwy valley , Medi now lives in Aberystwyth .

As well as writing books for children, she has held marketing and event management posts at several organisations in Wales.

Her newly-created role will see her taking responsibility for organising events to promote Welsh meat to consumers as well as trade customers.

Medi is working in HCC’s market development team, which in recent years has invested heavily in the UK market on digital media marketing.

However Rhys Llywelyn, market development manager, said HCC was also committed to interacting directly with consumers and industry partners, especially in areas of education and health.

“Giving people the chance to sample our products and learn more about their provenance and environmental sustainability is paramount,” he said.

“So having Medi on board to support the organisation of events at home and abroad is a major boost for us.”

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Medi can expect a busy few months.

PGI Welsh Lamb promotions are scheduled at Countryfile Live, the Good Life Experience and the Royal Welsh Show , as well as food fairs in Abergavenny and Conwy .

Joint in-store promotions are also planned, while groups of potential overseas buyers and influencers are due to visit Wales this summer.