AFTER an active year as vice-president, Mark Roberts has been elected as president of the Hereford Cattle Society.

Running a mixed farming business, Mr Roberts has lived at Bromley Court, Hoarwithy after returning studying for a degree, and he now takes over as president from Jonathan Moorhouse.

After an active year as vice-president at the cattle society, Mr Roberts showed great diplomacy in the role, a spokesperson said.

Mr Roberts said: “I am proud of what has been achieved by others in the breed over the last 10 years. Breeders have developed a type of cattle which are commercially viable, strong and competitive.

“The council has faced up to, and is addressing the need to, promote our breed and its qualities to increase market share and premium value.

“I don’t see myself as a top breeder but will try to use my position and opportunity to explain the council’s aims and decisions as I travel and meet breeders through this year”.

Representing UK Hereford breeders at the World Hereford Conference in New Zealand will be an honour and a responsibility which Mr Roberts said he will take seriously.

“No doubt the travelling this year will be gruelling, but I hope that wherever I go with a friendly and approachable attitude, much can be achieved," he added.

His connection with the breed started when his father kept 80 British Polled Hereford cows.

Through he and his wife Maddy’s years of farming, they have expanded the area of cropping, taking out short term leys, moved from potato growing to cider fruit orcharding and also began a poultry rearing enterprise in 1995.

In 2005 he re-introduced pedigree Herefords to the farm.

Bit by bit, Mr Roberts got sucked into greater involvement with the breed.

He has sat on council since 2015 and has been chairman of the local area association for the last two years.