NEW NFU Cymru president Aled Jones is encouraging Welsh farmers to foster a pioneering spirit to help drive the industry forward and meet challenges head-on.

Ask Mr Jones about his guiding principle for the Welsh agricultural industry in the years ahead and he’ll often reply "we have so much to be proud of but let us not stay there, – it’s not good if better is possible!".

Having been elected as president following a meeting of NFU Cymru Welsh council back in February, Mr Jones is determined to help drive the industry forward to realise its potential during his term of office.

“I’m very proud that so many farmers in Wales have achieved such high standards for many, many years," he said.

"It’s testimony, really, to the dynamic nature that so many people in our industry have.

“But we cannot afford to rest on our laurels. It’s about mentality and always looking for opportunities; never being afraid of trying to do something different.

"We don’t want to become status quo farmers. We must always be pioneering.”

READ MORE: Aled elected as new union president

Something he finds great enjoyment in is speaking to members of the public about food and farming.

Whether it’s on-farm, or in the back of a black cab in the centre of London, Mr Jones will not miss an opportunity to promote Welsh farming’s credentials and satisfy consumers’ appetites to learn where their food comes from.

“When you meet someone and you tell them that you’re a farmer, they will normally have a myriad of questions to ask," he said.

"It’s really quite humbling that so many have a genuine desire to know more about farmers and how food is produced.

“Although there are a small but vocal portion of detractors, we have to remind ourselves of the high esteem the farming community holds in the minds of the general public.

"We need to take every opportunity to interact with the public.

"I want our members to be proud of our industry and I want farming to be a genuine, happy and welcoming face to everyone.”