The supply chain must continue to find ways to work together more closely to stimulate demand for beef and lamb, an industry round table meeting agreed yesterday (Thursday).
Key industry stakeholders met at the NFU Headquarters, in Warwickshire, to discuss the challenges facing promotion of beef and lamb in the UK and new ways of working together to make the most of available resources.
Staff from AHDB Beef & Lamb were on hand to present information on their latest work, including the impact of the mini roast campaign.
Adam Quinney, chairman of AHDB Beef & Lamb, said: “It’s now more important than ever that all links in the supply chain work closely together to promote beef and 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.
“Roundtable meetings such as this are invaluable in ensuring that everyone involved is working towards the same goals.”
You can find out more about AHDB Beef & Lamb promotion work on our Marketing page.