“Consumer trends are changing therefore we need to recognise this and offer alternatives through innovative product development,” said Pearce Hughes, ASDA Agricultural Development Manager at the recent Brecon and Radnor annual county conference, held on the Royal Welsh Showground, Llanelwedd.
Pearce Hughes continued, “We are investing heavily in our fresh beef and lamb packaging. The innovative packaging we are now using has doubled the shelf life of our steak to ten days, furthermore, whilst it’s on the shelf it is also maturing. In order to make a beef joint more appealing to the consumer we are now also offering roast in the tray joints. This enables us to make beef a convenience product, as it takes up to 30% less cooking time.”
Pearce went on to explain that ASDA are committed to working with Welsh and UK farmers in order to help them increase on-farm efficiencies and introduce new technologies into the industry. He said, “Recent years have seen the development of the ASDA beef and lamb groups and we have invested in a number of areas including genetics, feed efficiency trials, soil health and grazing research to name but a few.”
Commenting on Pearce’s presentation, Brecon and Radnor NFU Cymru retiring Chairman, Stuart Morris said, “It’s encouraging to hear that ASDA are working on areas of technological advancement and are investing in the industry.
“Pearce has mentioned that consumer demands are changing and therefore ASDA are changing to meet this demand, however we must remember that the beef sector is a long-term investment and we as farmers need time to adapt to changes in specifications when consumer demands change. The whole supply chain must take into account farmers’ production systems.
“The letter from our processors in December explaining the changes to grids, weight deduction and levies, coming into effect at the beginning of January, did not provide us with enough time to alter our production systems. We need better market information in advance, to allow time to adapt production to meet consumer demand.”
NFU Cymru Deputy President, John Davies, agreed and said, “I applaud ASDA and Pearce for all the work they are doing to help the sector and we as producers want to work with the whole supply chain. However it has to be a two way process, we need clear, consistent, market signals and longer lead-ins, because production systems cannot be changed overnight.
“At NFU Cymru we have met with all the main retailers in recent months to discuss these issues as well as stressing the need to get behind Welsh beef and lamb and show support through clear sourcing policies and clear labelling and ultimately paying a fair price for the safe, quality and affordable product that we know the consumer wants to buy.”
The newly re-elected Deputy President went on to update members on the latest situation regarding Basic Payment Scheme (BPS) payments. He stressed that NFU Cymru was pushing the Welsh Government to ensure that the message around the vital need to get payments out was understood by all.
The Deputy President also gave an update on the development of the RDP programme. He said, “NFU Cymru has been in many discussions with the Deputy Minister for Farming and Food, Rebecca Evans, regarding the roll out of the Sustainable Production Grant (SPG) under the Rural Development Programme (RDP). The fact that only 12 people have been successful in their bid, out of 271 applications, does not constitute the transformational change that the Welsh Government had promised.
“We are now pressing the Welsh Government to announce the next window for the SPG and for it to be well resourced. A small grant scheme also needs to be implemented to allow many farmers in Wales to make multiple applications for smaller scale investments in the latest technologies and equipment, to improve their business and technical performance.”
Colin Millichap, NFU Cymru Brecon and Radnor Chairman, thanked Pearce Hughes for his open and honest discussion with local farmers, he also thanked HSBC for sponsoring the conference. Colin concluded, “2015 was a tough year for all sectors of the industry and I hope that this year will bring higher market prices.”
