Wales and Ospreys outside half, Dan Biggar, has been unveiled as the new Ambassador for the Celtic Pride Premium Beef Partnership.

The rugby star took over the mantle from his ex-international colleague, Martyn Williams, at a sell-out Q&A evening at The Dragon Inn in Crickhowell. Dan’s new role will see him promote the best Welsh Beef and also Welsh pork, as part of the Celtic Pride Premium Beef scheme.

Recognising the need for a premium beef brand, which offers both consistency of supply and consistency in quality, the scheme was launched in 2003 by Castell Howell Foods Ltd and its partners.

Said Dan Biggar, “I am proud to be associated with a quality Welsh Beef and Pork brand that promotes all that is good about welsh farming and the wider welsh food sector. I look forward to working with the team at Celtic Pride to promote the brand and its value added products.”

Celtic Pride Beef & Pork is available at numerous gastro-pubs, restaurants and hotels throughout Wales, the border counties and the south west.

Said Celtic Pride’s Director Edward Morgan, “We are delighted Dan has agreed to be our new brand Ambassador.“We’re confident that his skill on the rugby field, as one of the Europe’s finest outside halves, parallels our aims of working with skilled farmers and processors to be one of the finest meat brands available in our field.”