How co-op sets selection standards to highest spec
How co-op sets selection standards to highest spec
By Jeremy Hunt North-west correspondent
PERFECTING primestock selection skills and meeting the highest on-farm welfare standards are critical to the success of one meat marketing scheme.
It is essential to meet customers needs, says beef and sheep producer Jim Curwen, chairman of the newly-formed Bowland Farmers Co-operative and its meat marketing arm Bowland Forest Foods.
The co-op, which has 35 members but is looking to increase to 100, cannot justify employing a fieldsman to source stock.
"We will depend on members who are confident about their selection skills and supply primestock to a tight specification. The operation is producer-owned and run," says Mr Curwen, of Marshaw Farm, Abbeystead, Lancaster.
Hes aware that primestock selection practices are still a problem to some producers, but believes the elimination of a middle-man from the sourcing procedure will strengthen members role in the supply chain.
"We want to see stock consistently drawn to match our customers needs. Feeling confident about selecting for slaughter is an increasingly important part of the process of primestock production."
Stock has already been supplied to retail butchers and restaurants carrying Bowland Forest Foods brand. Early indications from customers confirm the co-ops belief of a tremendous opportunity for producers suuplying high quality meat.
"Butchers and restaurants both need consistent quality. The success of these businesses depends upon a reliable supply, but they constantly put their reputations on the line because of irregular meat quality.
"We believe we can meet their demand for consistent quality all year round," says Mr Curwen.
The co-op aims to achieve a premium price for beef, lamb and pork produced by members within the Forest of Bowland. That means developing strong customer loyalty for its branded meat.
Year-round supply is considered paramount and although the area is traditionally spring lambing, there are moves to establish December lambing flocks finishing early spring lambs.
"Its no good earning customer loyalty and then telling them theyll have to buy New Zealand lamb in spring because the co-op cant supply it."
The co-op is also determined to put customer trust back into meat buying and to create greater stability the areas producers.
"We want to be in control, so we set the price weekly. Butchers know that even at our premium rates we are providing meat of the highest quality and they can earn back the premium, plus a margin, because the brand has won consumer confidence."
Demand from butchers is now being swelled by the local restaurant trade which regards the Bowland Forest Foods brand a valuable inclusion on menus. "One restaurateur has ordered 10 prime heifers a week to fit a tight specification. Thats a typical case of someone struggling to buy consistent quality week-on-week, but its a marketing opportunity that we can meet."
Beef cattle supplied to the co-op are earning a 10p/kg premium with lambs earning 5p above the weekly base price. Stock are supplied on a grid price – mid-April beef prices saw U-grade carcasses at £1.90/kg, R at £1.80 and O+ at £1.70. But they preferably classifying R and can be handled from 230-400kg. All beef is hung for three weeks.
Hoggets in mid-April (R2-R4L classification) were making £2.40/kg.
To achieve these prices, members have paid £49 as a loan to maintain operating costs and £1 for one share in the co-op.
All stock is slaughtered by Keepak at Preston, Lancs, under a non-exclusive contract. "We are not tied to anyone. Its important to retain our independence in all aspects of the marketing chain," says Mr Curwen.
Producers are paid directly by the co-op and are paid within two weeks of slaughter. Grade sheets are sent out promptly.
New members are asked to supply a guide of what stock they expect to market month-by-month over the coming year. Eligible stock must be produced to Farm Assured British Beef and Lamb standards.
"Some prospective members have been put by the need to become FABBL approved.
"But Meat produced on farms meeting high management and welfare standards is preferred by discerning consumers and they will pay a premium for it." *
Being able to select prime animals to a tight specification is important when there is no fieldsman, says Jim Curwen.
BOWLANDSCHEME
• Producer run co-op.
• Supplies quality meat.
• Premium prices on offer.