Picture: Andrew Joret
Delegates gathered at the free range conference last month heard from the podium—not once but twice—that the free range market was at risk of over-heating.
Operations director for Deans Foods Andrew Joret, who chaired the conference, acknowledged that the egg market was enjoying a revival with sales booming.
“But there is a risk that the free range market could be over-supplied by the middle of next year,” said Mr Joret.
And while producers in the audience were still coming to terms with that dread thought, along came David Brass, one of two BFREPA members addressing their colleagues that day, and repeated the warning.
“There is a headlong rush into free range at the moment,” said David, who produces and packs eggs in Cumbria. “By mid to late 2004 there will be more free range eggs about than you can shake a stick at.”
Speaking to the Ranger after the conference, Andrew Joret said he was not trying to be over-gloomy but producers need to be aware of the risks ahead and if they are expanding, be absolutely sure they have got a market for the eggs.
“Let’s not spoil what we’ve got at the moment by over enthusiasm,” said Mr Joret, who admitted that Deans has increased its own bird base but only to meet forecasted growth. Expansion has been going on elsewhere, he added, with very little thought to where the eggs will be marketed.
But the free range market is predicted for considerable growth over the next few years and more birds will be required as the consumer shift from cage to free range continues.
“The clever bit is trying to predict how that growth will occur on a year to year basis and manage supply levels accordingly,” said Mr Joret. “If the industry gets it wrong then prices will inevitably tumble.”
