Excitement is building ahead of the launch of Cynefin, a brand-new sheep village set to be unveiled at this year’s Royal Welsh Show.
A collaboration between the Royal Welsh Agricultural Society (RWAS) and the National Sheep Association (NSA), Cynefin promises to be one of the major attractions at this year’s show, celebrating the vital role of sheep farming in Wales.
Located on the site of the former NSA Pavilion, the village will bring together over 18 exhibitors including the National Sheep Association, sheep breed societies, research bodies such as the Morenden Foundation, who are bringing their interactive educational bus, and a wide range of organisations involved in animal health and breeding.
Designed to appeal to both farmers and the general public, Cynefin will feature a varied programme of educational activities, demonstrations and displays, highlighting best practice and innovation in the industry while helping visitors to better understand sheep farming and the vital role it plays in shaping Wales’ landscape and heritage.
A major attraction within the village will be the RWAS Fleece Competition, held in partnership with British Wool, which has received a record-breaking entry of more than 100 fleeces this year.
Food lovers will also be well catered for, with a new mini food court and seating area offering visitors the chance to sample high-quality Welsh lamb. The lamb will be supplied by this year’s RWAS President, Mr Gethin Havard FRAgS, and his family.
In celebration of Brecknock as the 2026 feature county, a dedicated stand will showcase its native breeds, including the Beulah Speckled Face, Brecknock Hill Cheviot, Epynt Hardy Speckled Face and the Talybont Welsh Mountain.
Visitors can also explore the growing diversity of sheep-related products, including a stand featuring sheep milk ice cream and dairy products, as well as wool spinners in action and a retail space selling premium wool products.
At its heart, Cynefin – the Welsh word for “habitat” or “place of belonging” – captures the deep connection between land, livestock and community.
Aled Rhys Jones, Chief Executive of the RWAS said: “We’re very much looking forward to launching Cynefin at this year’s Show. It will be a true celebration of everything sheep.
“Over recent years, we’ve made a conscious effort to introduce new villages and areas to the showground, ensuring that we continue to evolve, adapt and bring fresh, exciting elements to what is a much-loved national institution. Cynefin is a fantastic addition, celebrating the importance of sheep farming in Wales while offering something engaging and educational for all our visitors.”
Adding to the sense of occasion, visitors will be welcomed by a striking, larger-than-life handmade statue of a Welsh Mountain ram, commissioned especially for the launch.
The NSA will also deliver a full programme of engaging events and seminars throughout the week, and the ever-popular NSA Bar will remain in its usual location, ensuring a lively and engaging atmosphere.
Phil Stocker, Chief Executive of the NSA said: “Visitors to the Show will notice the NSA building has now been dismantled which clearly marks the end of an era that has been important to many people in the sheep industry, but as one door closes another opens and we have the chance to give the whole area a fresh approach and play a bigger role in communicating the diversity and benefits of our industry to a wider audience and the general public. We are delighted to be working with the RWAS on this fresh approach.”
The NSA stand will host a series of informal talks and discussions on a range of topical issues, including recent changes to livestock worrying legislation with input from local Rural Crime Teams, innovative uses for wool, the impact of recent wildfires, and vital conservation work to protect curlews in Wales. There will be plenty for younger visitors too, with a selection of children’s activities on offer throughout the event.
Cynefin will be officially opened at 11:30am on the first day of the Show by two stalwarts of the Welsh sheep industry; Mr Alun Evans CBE FRAgS and Mrs Margaret Dalton OBE FRAgS.
The RWAS extends its thanks to the NSA, as well as to all exhibitors, sponsors and supporters who have contributed to bringing this exciting new initiative to life.
The Royal Welsh Show 2026 will be held from Monday 20 July to Thursday 23 July 2026 at the Royal Welsh Showground, Llanelwedd, Builth Wells.