Put marketing to fore, breed societies urged
Put marketing to fore, breed societies urged
The future of pedigree
cattle societies and livestock
shows came under the
spotlight on the first day of
this years British Cattle
Breeders Conference.
Marianne Curtis and
Simon Wragg report
CATTLE breed societies must play an increasing role in marketing, raise the technical awareness of their membership and take a fresh look at managing costs if they are to survive.
That was the stark warning from breed society leaders attending the conference, held near Telford, Shrops, this week. John Fleming, secretary of the Belgian Blue Cattle Society outlined how some perceive breed societies.
"In the past, breed societies have been seen as dismissive of the merits of recorded figures and totally hung up on visual appearance. They are believed to be squabbling among themselves over constitutional trivia and with an average executive council age comparable with an old folks home.
"If there is any truth in this perception, the thrust of modern commercial business will trample us into oblivion."
But it was also necessary to reduce costs. Pedigree and financial recording was one area where substantial cost savings could be made, suggested Mr Fleming.
"One programme could cope with all British beef breeds cost-effectively. This would release valuable resources which could be used to concentrate on market research and breed promotion."
But although she acknowledged such an approach may be necessary in future, South Devon chief executive Lesley Lewin feared representation of a breed may be diluted if resource pooling went too far.
"I have recently returned from the South Devon World Congress in New Zealand. Several NZ breed societies, including South Devon, have set up office together with joint administration. No doubt, cost savings have been made, but there is no marketing scheme for the beef.
"A talk at the conference on breed marketing only spoke about Angus beef. My fear would be no individual push for South Devons."
Developing breed marketing schemes was a vital role for the future success of breed societies, agreed Limousin Society chief executive Iain Kerr.
"I suggest a British Beef Breeds brand along similar lines to 3L Limousin beef brand under the auspices of, say, the National Beef Association. It would allow all breeds to participate with the same opportunities and would bring breeders, finishers and buyers much closer together.
"With improved productivity and a good product, this would present a unique chance for supermarkets to buy and sell British beef."
Breeders must also become more focused on their producer customers, added Mr Kerr. "After sales service must include follow-up enquiries about performance of a bull and his progeny, health issues, calving, growth, carcass grades and costs." *