There is sadly a general acceptance the British suckler-beef sector is in terminal decline due to a prolonged combination of poor returns as well as market and supply chain failures. There is very little product differentiation from dairy beef within the processing sector - beef is beef is beef.
Most consumers assume British beef comes from grass based traditional suckler beef herds, whereas of course, most of the beef in the retail and food service sectors is a by-product of the dairy herd. However, the dairy beef supply chains are very important to maintain volume in the marketplace.
Meanwhile taking a lead from the poultry sector and successful product differentiation within the retail and hospitality sector, there is a fresh opportunity to create a greater awareness of suckler beef, promoting the many health, animal welfare and environmental benefits of traditional, naturally raised, grass based suckler beef, as well as its importance to the land management of the British countryside.
For without our British suckler beef herds and halting the decline, there will be many more empty fields. The outcome is graphically depicted in the AHDB/EBLEX report 'Landscapes Without Livestock' where the impacts of cherished landscapes without suckler beef cattle are visualised.
Great British Beef nurtured by nature
In early 2016 leading up to Great British Beef Week (April 23rd – May 2nd), under the umbrella of ‘Save our Sucklers’, Ladies in Beef will launch a consumer based campaign, Great British Beef nurtured by nature, taking a lead from CAMRA and their campaign for real ale, which has successfully raised the profile of British craft beers and halted the homogenisation of the British brewing industry.
In 2016, Ladies in Beef hope differentiated, branded suckler-beef will be piloted in the retail, hospitality and export sectors. The criteria for this product is that it must be singled suckled beef and meet Red Tractor assured and English Quality Standard Mark standards.
Ladies in Beef
Ladies in Beef is an organisation of 150 female beef farmers who care passionately about British beef. The group was formed to help promote and drive awareness of the quality and versatility of British beef to consumers using a countrywide network of dynamic lady beef ‘champions’. All the ladies are British beef farmers and proud of it! Each year LIBs promote Great British Beef Week and fundraise for the R.A.B.I, raising over £55,000 during the past 3 years. Great British Beef Week 2016 takes place from April 23rd – May 2nd.
