Huge potential for sheepmeat

Forget the negatives in the sheep industry surrounding exports post Brexit – there is massive potential for the sector due to UK's unique stratification system.

That was the welcoming news from National Sheep Association (NSA) chief executive, Phil Stoker, who said exciting times lie ahead.

Speaking at the NSA's successful NorthSheep event staged at West Shields Farm, Tow Law, Durham, he said: "There is massive potential for the sheep sector to break into an artisan market for the various types of sheep meat produced in this country.

"We have been driven to producing uniform lamb carcases, but maybe we should be celebrating the fact that we have a diverse range of breeds, crosses and quality of lamb produced."

While admitting the industry faced turbulent times ahead, Mr Stoker said the industry would emerge stronger for it in the end. He also pointed out that one of the biggest problems is encouraging younger people to eat lamb.

However, the NSA hopes to address this through increased tasting sessions at various events and by developing innovative ways to cook lamb.

"This is one of the areas where we have failed the industry. There is plenty demand for lamb chops and roasts, but the younger generation is more interested in oriental and international dishes.

"I feel there is a tremendous, untapped artisan market out there for lamb and sheep meat especially when we have a huge diversity of breeds – it's just up to us to go out there and grasp it."

And, while there has been a "shocking decline in lamb consumption," in comparison to chicken and pork, Mr Stocker was quick to point out that turning the market around is perfectly achievable when you see how the bread and beer market has evolved over the years to take in changes in consumer demand.

"Even if we could increase lamb consumption by 10%, it would reduce the volatility in the market place," he said.

Mr Stoker also believes there is huge potential for sheep farmers to claim for some sort of future 'environmental' payment when "so much good," comes out of sheep farming and particularly upland sheep farming.

He highlighted the benefits of sheep farming in upland conservation, carbon sinks, preservation of peat soils, air and water.

"We need to get the message across that farmers are environmentalists and are just as much concerned about animal welfare as those who live their lives working to improve the environment.

But, on the other side of the equation, Patrick Begg, rural enterprises director for the National Trust, said: “Upland farmers play a vital role in looking after public needs and goods such as water, carbon capture and emission, keystone species and habitats, and the landscape for recreation and tourism. The landscape needs people and animals in it, however, change is inevitable.

"So as an industry, farmers should not be thinking about how to keep the subsidies they have now, but have the confidence to do something different, maybe improve their business skills to increase sustainability."

With the event staged just the day before the General Election, huge uncertainty prevailed, however, Peter Morris, former chief executive of the NSA and current livestock development manager for Vion Food, pointed out that producers should stop worrying about what they can't control and focus on what they can.

"Whatever you are trying to sell it's all about giving the customer a product they want at the quality they want and at the price they want, time and time again. It's up to you to serve the customer and to sell the whole animal," said Mr Morris.

"Adding value is all about selling all the individual parts of the animal and having a range of customers to buy them at all times."

And commenting on the future export market, Remi Fourier, of the AHDB, who is based in France, said British lamb will always be a more superior quality product when compared to the French as their lamb is more of a by product of the milk/cheese industry.

"British lamb is above the competition of all lamb produced in Europe," said Monsieur Fourier. "British lamb has a very strong brand name for quality and it is one which we have to exploit," he said adding that while France is more than 50% self sufficient in sheep meat, some 90,000tones were imported last year, of which 40,600tonnes were from the UK.

"One in four lambs consumed in France is British, so France is a very strong market for us, especially when the exchange rate is favourable. We just have to market out product better through improved packaging such as skin packing which adds shelf life," he said.