FOR the first time in many years, sales of lamb in GB are up, with figures from Kantar Worldpanel revealing increases in the volume sold over four reporting periods from mid-September through until the beginning of 2016.

That was the welcoming news at a Quality Meat Scotland (QMS) press briefing at Ingliston, on Monday, where chief economist, Stuart Ashworth, said over these four periods almost 6% more lamb left the retail shelves. On average, there had been an increase of 3.5% in the number of customers each month, due to a mixture of new buyers and repeat purchasers.

In general, all cuts saw growth although chops and steaks struggled in the period ending October and shoulder roast lost out in December and January, but leg roast did well.

The prospect for beef nevertheless is slightly more challenging this year due to increased cattle numbers both in the UK and Ireland.

But, Mr Ashworth argued: "More cattle doesn't necessarily mean more beef - it's up to producers to make sure their cattle don't get overweight and they meet the right spec when they are sold."

He pointed out that one of the main reasons why beef prices and indeed premiums had been at their lowest during the spring in recent years was due to the fact that supplies are at their highest at this time as the majority of producers have switched to spring calving.

Similarly, the premium available for beef has been at its highest during the back-end of the year when supplies are lower.

Not surprisingly, he warned that a significant increase in beef prices is unlikely this year, and even if it did happen, it wouldn't solve the problems of the industry.

"Scotland has one of the highest prices in the world for beef - producers just need to learn how to maximise that price by producing cattle that are not overweight and meet the spec demanded by their abattoir.

"Increased profit margins are not about increased end price but becoming as efficient as possible.

"There is still a huge difference in the top and bottom third of producers in all sectors and while there is no blueprint to becoming efficient and profitable, small changes to your business can make all the difference. Reducing calf mortality, improving cow fertility, health and longevity while also getting more out of grass, can go a long way to altering the balance," he said.

But while beef producers are feeling the pain of reduced finished prices, he added that pork values have dropped even more. "Pigs have suffered more than anyone else due to intense competition at retail level," said Mr Ashworth.

It was a point echoed by Laurent Vernet, who added that while the retail price for the three meats has not been great, one of the biggest issues facing the industry is the reduced space made available in the supermarkets for carcase meat and the fall in consumption of such cuts.

"Meat is no longer seen as a central part of meal but more as an ingredient as housewives increasingly want something quick and easy to cook with increasing emphasis on ready meals. As a result we're seeing the supermarkets becoming stricter on the volume of fresh meat they have in their stores at any one time."

But, on a more positive note, Mr Vernet said increasing numbers of consumers, not only in Scotland but also London, are becoming more aware of the quality and benefits of Scotch Beef as opposed to Scottish beef and British beef, and importantly, are willing to pay more for it.

In London, he said 59% of consumers said Scotch beef is produced to a higher standard, with 38% willing to pay more for it and 39% believing it is the best available.

QMS chairman Jim McLaren also urged producers not to lose sight of the long-term opportunities which lie ahead.

"What we offer from Scotland could not be more different to what is produced by the majority of our overseas competitors."

There will, he said, be real opportunities in the years ahead to reap the rewards of the Scottish industry's unique selling points in a global market where there is growing demand for quality, sustainable produced red meat.

"We have beef and lamb which benefits from our whole-of life quality assurance schemes and full traceability. It is free of growth hormones and is produced using systems where any use of antibiotics is carefully controlled.

"Our production methods are grass and forage-based and do not divert water from human consumption. These qualities would place our products in the very top price bracket in markets such as North America," he said.