WALES’s red meat industry has shown great adaptability and resilience in responding to the COVID-19 crisis this year, Hybu Cig Cymru-Meat Promotion Wales’ (HCC) Chairman Kevin Roberts said in a speech to virtual Royal Welsh Show attendees on Monday (July 20).
However, he also warned that the uncertainty wasn’t over, with the potential of further disruption both from Coronavirus and a trade deadlock with Europe.
Addressing the new virtual Showground, Mr Roberts said it was a very different event this year, “We have seen everything change and in the next six months we are faced with worrying challenges amid a menacing maelstrom of uncertainty.”
He said COVID-19 would remain centre stage, forcing necessary social distancing measures that would impact severely on red meat’s important foodservice sector.
“And waiting stage right is the bear of Brexit. With time ticking for the post-Brexit trade talks, lots of end-of-year outcomes remain possible but from our industry’s standpoint, there are simply no upsides to any of these – save continued free trade with Europe.”
Mr Roberts said HCC was carefully planning for all scenarios but cautioned that a harder Brexit was looming that “would potentially bring massive tariffs on our exports and threats to our farms from trade deals with Australia, New Zealand, or America.”
He said the industry in Wales did not deserve this fate. “In the recent months of hardship, it’s shown what it can do; quality food, produced sustainably, trusted and traceable to the farm gate.
“We’re right to be concerned about what we are eating. To consider importing food of a lesser standard, to open the door to cheaper, more intensive, less sustainable red meat from other countries, would be foolhardy,” said Mr Roberts.
He said HCC would respond to the challenges with creativity and drive and pointed to HCC’s marketing successes in response to lockdown closures of pubs, restaurants and foodservice outlets. “HCC instantly switched its marketing focus, innovating around new isolation initiatives to inspire people to buy roasting joints, hindquarter cuts and premium fresh meat and cook new recipes at home.”
By the end of May, he said this work had racked up huge consumer responses and contributed to an increase of 40% on spending on beef steaks, “This wasn’t just existing customers buying more. The number of people buying beef steaks was up 30%, as we saw consumers turning to quality fresh meat. Our independent butchers saw an even bigger jump in sales. Beef up over 40%, lamb up 25%.”
HCC’s Red Meat Development Programme, funded by the EU and Welsh Government, was driving the industry forward and the successful “Make It Beef” campaign, one of the industry’s largest of recent years and conducted in association with counterparts AHDB and QMS, was being followed by the new “Make It Lamb” campaign, led by celebrity chef John Torode.
“We must all make sure that the lockdown lessons are learned- namely, how we should all treasure and value the food on our plate and properly reward the people that put it there,” said Mr Roberts.
The ‘Make It’ campaigns are being funded from the £3.5 million funds of AHDB red meat levies ring-fenced for collaborative projects which is managed by the three GB meat levy bodies – HCC, QMS and AHDB. The ring-fenced fund is an interim arrangement while a long-term solution is sought on the issue of levies being collected at the point of slaughter in England for animals which have been reared in Scotland or Wales.
Local farmer sentenced for animal welfare offences
On 6 January 2021, at Aberystwyth Justice Centre the Magistrates passed sentence on Mr. Toby Holland of Maesgwyn, Blaenporth after he was found guilty in his absence of 10 charges relating to Animal Welfare and Animal By-Products offences.
Following the trial on 3 February 2020, a court warrant was issued for Mr. Toby Holland’ arrest in connection with these offences, and he was arrested by Police in December 2020.
The District Judge, in the trial held on 3 February 2020 heard that Animal Welfare Officers of the Public Protection team visited the farm on the 29 January 2019 and found a number of animal welfare issues. A sheep was found to be lying on its back unable to move and it was evident that it had been there for some time. Despite requesting that Mr. Holland seek veterinary assistance for the animal, a visit the following day had found that he failed to seek treatment for the animal and left it to die. He was found guilty for the unnecessary suffering of this sheep.
The Animal Welfare Officers found a barn containing 19 pigs. On seeing the officers the pigs were shrieking for food. The pigs were very thin and kept in an accumulation of muck with no dry lying area available. Within the pen were two dead pigs to which the live pigs had access. A post-mortem of one of the dead pigs found that the animal had likely died of starvation after finding no fat reserves remaining in the carcass.
The Veterinarian from the Animal and Plant Health Agency who attended the farm concluded that both the dead and live pigs had been suffering unnecessarily, and Mr. Holland was found guilty of these offences. He was also found guilty of failing to meet the needs of the animals, by failing to provide a dry lying area for the pigs.
The visit on 29 January 2019 also found a number of sheep carcasses strewn across the fields. It was clear that that they had been there for some time, and the live sheep had access to the same field. The District Judge found Mr. Holland guilty of failing to dispose of the carcasses in accordance with the requirements of a notice served under The Animal By-Products (Enforcement) (Wales) Regulations 2014.
A follow up visit on 30 May 2019 found the pigs were kept in a field where they had access to plastic bags, metal sheeting with sharp edges, and animal bones and skulls. These items could cause harm to pigs, and he was found guilty under the Animal Welfare Act 2006 of not providing a suitable environment for the pigs. Tthere were sheep carcasses in the fields, that Mr. Holland failed to collect and dispose in accordance with legal requirements. He was found guilty of a further offence under the Animal By-Products Regulations.
He was sentenced to 18 weeks imprisonment in total for the offences, and he was issued a disqualification order for 2 years from keeping any animals. The Local Authority were awarded £750 costs.
Following sentencing, Cllr Gareth Lloyd, Cabinet member for Public Protection Services, said: “The majority of farmers in Ceredigion have excellent farming practices, that ensures the highest standards of animal welfare. Unfortunately we must deal with a minority who for whatever reason fail to meet basic legal standards. I wish to thank the partner agencies who assisted the authority in the investigation, and the officers for their hard work in handling a difficult case.”
First week of life is key
IMPROVED new-born lamb and calf survival rates not only result in increased income, but also improve welfare, reduce disease, and reduce environmental footprint, according to the results of major GB-wide research.
The Neonatal Survival Project, funded by AHDB, Hybu Cig Cymru (HCC) and Quality Meat Scotland (QMS) in the sheep and beef sector, was established to study the key factors which could drive further improvements in farm efficiency and maximise animal welfare.
Key findings show that the majority of lamb and calf losses occur in the first seven days after birth, with over 98 per cent of lamb and 90 per cent of calf losses occurring in this period.
The findings – and the recommendations for new practices to be adopted on farms – will be discussed at two major webinars. The first will be held on 5 January for vets followed by an event on 21 January for farmers. To register visit ahdb.org.uk/events.
A spokesperson on behalf of the three levy boards said: “A survey and interviews were used to understand motivations and barriers for change. While many farmers were aware of good practice industry advice on new-born survival, it was not consistently followed. This was particularly true with respect to colostrum management and genetic selection.
“Farmers were confident in their abilities to improve survival rates, but tended to underestimate new-born losses on their farm relative to national averages. A cultural stigma around losses limits farmers in discussing their experiences with peers, and in some cases, even with their vet.
“The research also discovered that losses can be highly variable between years; the importance of accurate record keeping also became apparent. While most suckler farmers have access to reliable records, a significant number of sheep farmers do not consistently record their data.”
With global pressures to reduce antibiotic use, this study found that a significant proportion of beef and sheep farmers were able to manage infectious diseases without purchasing critically important antibiotics. Preventive antibiotic use was reduced or withdrawn successfully on some farms, while oral antibiotic treatment at birth made no difference to lamb outcomes in an experimental study within this project.
The study also demonstrated that good long-term protein status in late pregnancy results in reduced lamb losses between scanning and 24 hours old.
Twin born lambs with a low serum antibody (IgG) concentration were more likely to have poorer growth rates. As shown by previous studies, poor energy balance in late pregnancy results in a low lamb IgG. This indicates that lambs born to ewes in negative energy balance are at increased risk of absorbing insufficient colostrum antibodies from the ewe.
The project is now complete, although work is ongoing to enable the implementation of a sustainable youngstock survival plan across Great Britain.
Consumers ‘sleepwalking’ away from meat
A LACK of inspiration, rather than a conscious reaction to trends such as veganism, was at the heart of the pre-Covid-19 reduction in meat, fish and poultry consumption, new AHDB research has suggested.
Before the pandemic struck, some 7.8 million (35%) households in Great Britain had unwittingly purchased less meat, fish and poultry products, according to AHDB analysis of Kantar data [52 w/e 26 January]. This figure accounted for 99% of the 1.3% volume drop in retail sales.
However, the twenty per cent of households which had at least one ‘conscious meat reducer’ accounted for just 1% of the losses, with the majority citing other reasons for reducing consumption.
The unconscious reducers were said by the report to mostly be of retirement age and living with fewer people. They were found to be much less likely to experiment with cooking or refer to themselves as a ‘foodie’, preferring more traditional dishes. They were also found to be unsatisfied with shopping for meat, with just 29% of the unconscious reducer group saying they enjoyed browsing meat aisles and only 31% find them to be inspiring.
The report urged the meat industry to focus its efforts on winning this group back as they offered a better route to boosting meat consumption than conscious reducers.
“How unconscious reducers think and feel about meat isn’t any different to those people who are actually increasing their meat consumption – they’re not turning away on purpose so there is a chance to re-engage them with the category,” explained one of the report’s authors, AHDB senior retail insight manager Kim Malley.
“The biggest opportunity is at the point of purchase. The key thing the report highlights is those people are wanting a better in-store experience. There could be simple messaging in-store to remind people why they enjoy meat, give them a bit of inspiration and remind them it’s versatile and convenient.”
Malley added the meat-free category is “excelling” in innovation and convenience through ready-meal and marinated NPD – products which the report said the meat industry had invested less heavily in.
She also praised the packaging of meat alternatives, which tended to be “very colourful and brought recipes and flavours to life” for shoppers, and urged the meat industry to do its own innovation in these areas in a bid to win back “distracted” consumers.
According to the report, distractions included negative media coverage of the meat industry and the prominence of plant-based ranges in stores.
But in positive news for the sector, it found the coronavirus pandemic had seen sales volumes of meat, fish and poultry rise 8% year-on-year in the 52 weeks to 6 September. Unconscious reducers were discovered to have accounted for 35% of this uplift.
Malley said meat “benefited massively” from the rise in in-home occasions this year and consumers thinking more about their food choices. “It has highlighted that it’s quite easy to re-engage people,” she said.