NFU calls summit on beef and lamb promotions

Processors, retailers and levy boards have been asked to come up with new and innovative methods or marketing beef and lamb by the National Farmers’ Union (NFU). 

Relevant stakeholders throughout the supply chain will meet today (Thursday 11 February) to discuss the best ways to promote red meat.

“We all need to better understand our roles, what works and how we can all better support the various campaigns and promotional activity,” said John Royle, NFU chief livestock adviser.

“We will examine how we can reduce duplication and identify any gaps, find out if through promotion of new and innovative products we can drive consumer demand. By working to better understand how promotion activity is best used on an industry scale, it is hoped we can help improve returns for many hard pressed livestock producers who have experienced a difficult year with low farm-gate prices and uncertainty within the market.”

He highlighted that beef and lamb are quality products, and that both sectors should take a united approach in promoting the meats. “I believe our industry can be more joined up when it comes to promoting red meat to the market place and help secure more sales, both at home and abroad.”

He concluded by adding that anything which showcases the British farming industry, including the value the sector brings to the country’s economy as well as the food it produces, is a step in the right direction. “We hope this meeting will help bring together those of us with an interest in building a long-term sustainable beef and lamb industry to develop ideas that resonate with customers.”

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