Meat and Livestock commision’s study indicates growing demand for quality meat

A growing sector of “foodies” is opening up new opportunities for meat producers in the south west, according to new research.

Contradicting the widely held perception that people are cooking less in the home, a study by the Meat and Livestock Commission has revealed a growing passion for local, fresh and high quality food.

The study, commissioned by Meat South West, revealed the British beef market grew by 1.5% in the year to August, with lamb up 2.9% and pork up 2.7%. The south-west market dramatically outperformed the rest of the country, with growth rates of 7% for beef, 8% for lamb and 4% for pork.

The fastest-growing sectors were value and premium ranges, and with few farmers able to compete in the value sector by further cutting costs, the ideal option was the premium market, said Chris Lamb, MLC head of consumer marketing.

“Local and regional food is worth £3.7bn a year, with organic at £1.2bn, so there is a massive market for premium goods,” he said. “It is all about quality – that is what the consumer is looking for.”

Mr Lamb said 60% of the population bought Tesco’s finest range, while 58% of UK consumers consider themselves to be “foodies,” who prefer regional, healthy and free-range food.

This could open up great opportunities for farmers to add value to their product, he said. For example, Tesco’s finest beef retailed at £8.79/kg, almost double the value range at £4.68/kg.

“Your product needs to be consistently high quality, differentiated and branded. Some 40% of consumers buy local and want to buy more – local is more motivating than organic and there is an unsatisfied demand,” Mr Lamb said.

Supermarkets were increasingly interested in local food, but there were other outlets such as farmers’ markets, local butchers or farm shops, he said.

“In the south west you have the advantage of a quality farming reputation and a high level of tourism. In terms of food you have a damn good story to tell.”

Meat South West said it was continuing to work towards developing a south-west brand and to improve communication throughout the supply chain.