Primary producers need clear signals that beef processors, wholesalers and retailers are serious about having access to home-produced supplies.

John Davies, chairman of NFU Cymru’s Brecon and Radnor branch, told a meeting on beef supply at the Royal Welsh showground, that without fair profits the beef industry was not sustainable.

“The beef production chain is dependent on beef finishers getting a satisfactory price for their animals,” said Mr Davies, who produces beef and lamb at Merthyr Cynog near Builth Wells.

Mr Davies commended Hybu Cig Cymru (Meat Promotion Wales) for funding an additional autumn Welsh beef marketing campaign emphasising the quality of the product.

Dai Davies, NFU Cymru vice president, said the union was working hard to get positive market signals from the supply chain for both beef and sheep producers.

“We are telling all major retailers that they need to treat UK suppliers in a much fairer and open manner, rather than having a them and us’ attitude,” said Mr Davies.