Genesis undercuts assurance rivals

3 September 2001

Genesis undercuts assurance rivals

By Tom Allen-Stevens

Genesis Quality Assurance has announced its prices for assuring the harvest 2002 crop, undercutting other providers for larger arable units.

The new pricing matrix, announced on Monday, 3 September, and effective from 1 September, include reductions of as much as 30%, says Genesis.

“We have reduced the price for all sizes of farm and have also cut the cost of having secondary enterprises assessed,” said managing director Martin Barker.

The move follows a similar announcement from Assured Combinable Crops two weeks ago and one from Farm Assured British Beef and Lamb earlier this summer.

Overall prices are very similar, but Genesis undercuts the competition by 5 per farm for 201-249ha units and by 25 for 250-400ha farms.

Up to 80ha units will be charged 105 by Genesis, while 401+ ha farms will cost 170.

All three companies can now assure the beef and lamb enterprise with cereals on a farm with one annual verification visit for an extra 40.

Previously Genesis was the only assurance provider to offer whole farm assurance.

The competition in the market place has led to overall price reductions of around 60% in the past year, but future reductions are unlikely, says Mr Barker.

“Our competitors have been forced to reduce costs and at the same time increase the level of service they provide.

“Clearly they have tightened their belts considerably and I suspect we have reached the point where there will be only minor changes in the future.”

Jonathan Tipples, the National Farmers Union director on the board of Assured Food Standards told FWi he is delighted with the competition.

“Weve had many meetings with Genesis and we are confident they are perfectly capable of doing what they said theyd do.”

Genesis received widespread condemnation when they entered the quality assurance sector three years ago with a new farm assurance blueprint.

Since then the company has adopted ACCS guidelines, been granted acceptance by major end users and is now seeking UKAS accreditation for verifiers.

ACCS is likewise seeking this official standard, while FABBL and most Scottish verifying bodies have already achieved it.

Genesis was granted full equivalence with ACCS when approval to use the AFS little red tractor symbol for beef and lamb and cereals was given around six weeks ago.


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