Potential for improvement in red meat production

A recent report on the red meat sector in Somerset and Dorset has highlighted the need for improvement in the quality of production at all stages of the chain and enhancement in communication throughout the chain.

The report, just published by ADAS, involved key figures from Defra, Government Office South West, Meat South West and the Meat & Livestock Commission and was supported by Somerset and Dorset County Councils.

Key findings of the report show there is much potential for improving performance, and thus profitability but this requires better access to high quality advice and guidance. The current lack of competitiveness of red meat sectors in the region compared with European and global competitors has been partly attributed to insufficient access to world class information and advice amongst producers and processors in the region. The report has also discovered concerns about appropriateness of incentives in place to motivate farmers to produce superior stock and the lack of knowledge of market and customer requirements. There is generally little appreciation of the value of marketing amongst some players within the red meat sector.

ADAS has made several recommendations to the Somerset and Dorset County Councils, which fit with the Government's commitment to a more effective food chain whilst taking care of the environment and community health (as detailed in Defra's Sustainable Food & Farming Strategy). These include:

• Enhanced communication along the red meat chain

• Facilitation of more collaborative working between producers, processors and Development of further brand identity for' Westcountry' and other local sub brands

• Increasing the potential of alternative markets

• Improving the management skills of some processing businesses

• Improving the technical skills of some processors

• Improving the technical and management skills of livestock producers

• The potential impact of decoupling