Industry called on to work together to promote red meat sector

The meat supply chain has been urged to work together in finding ways to stimulate demand for beef and lamb. 

Key industry stakeholders met at an industry round-table on Thursday 11 February, to discuss ways to best promote British red meat.

Held at the National Farmers’ Union (NFU) headquarters in Warwickshire, the meeting discussed the challenges facing the marketing of beef and lamb in the UK and of new ways to work together to utilise available resources.

“It’s now more important than ever that all links in the supply chain work closely together to promote beef and lamb,” said Adam Quinney, chairman of AHDB Beef & Lamb.

“Consumers want to buy quality beef and lamb that delivers consistent eating quality and we have a fantastic product, which is sustainably produced. That puts us in a very strong position.

“By working closely with industry partners, producers, processors and retailers, we can all maximise returns while maintaining robust demand. Round-table meetings such as this are invaluable in ensuring that everyone involved is working towards the same goals.”

Meanwhile, NFU livestock adviser John Royle said that in the face of changing retail markets it was vital to ensure the promotional activity surrounding red meat was coordinated and targeted to maximise potential.

“We heard that the retail sector is changing where shoppers seek out meals that can be prepared in 30 minutes as opposed to an hour in the 1980s,” he commented.

“The whole supply chain needs to react and that starts with clear market signals to producers, and for processors and retailers to develop and put to market new innovative cuts and products that resonate with the British consumer.

“All those present at the meeting have an interest in promoting beef and lamb. By working together, sharing ideas and targeted promotional activity we can deliver a real boost to the sector and ensure consumers have access to great British beef and lamb. We will continue to lobby others to spend money effectively for the good of the industry.”

Meanwhile, Philippa Wiltshire from Red Tractor Assurance expressed her excitement at the industry’s commitment. “We are delighted to have the opportunity to explain the wide-ranging promotional work that goes on within Red Tractor Assurance across all farming sectors.

“We already collaborate well with the marketing initiatives carried out by many of the organisations represented at the meeting but it was great to hear about the various approaches being taken in 2016.

“Our goal for the coming year is to ensure that we are also collaborating with farmers, tapping in to another resource which can help promote the Red Tractor scheme. We have developed some new marketing tools for farmers, which we will be announcing more details about in the coming days.”

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