Brecon lamb group targets a premium price

By Farmers Weekly staff

A NEW lamb marketing group has been established in the Brecon Beacons national park.

The reasons for launching Brecon Beacons Lamb Producers were obvious, said chairman Maurice Trumper, in a week which saw lamb prices at Welsh markets plummeted 18%.

Sheep production in the hills had become only marginally viable, and the whole industry was on the verge of a catastrophe.

“This will affect the viability of the wholesale sector, farms will get bigger and animal welfare could suffer,” said Mr Trumper. “But we believe it will be possible to earn premiums for producers supplying branded, extensively produced, farm assured lamb.”

The green and healthy image of the Brecon Beacons National Park was a powerful marketing advantage, he added.

The 25 group members were convinced that some consumers were prepared to pay more for fully traceable lamb slaughtered close to the point of production.

But he warned that sales would depend on providing consistent high quality lambs.

As well as selling through retail outlets the aim was to turn park visitors into mail-order customers for boxed half and whole lambs and speciality cuts. Sales would also be promoted on the Internet.

For now, up to 200 lambs a week will be processed through the National Parks EU funded experimental mobile abattoir.

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