Orkney farmer Paul Ross has been named as the new chairman of the Scottish Beef Association.

Mr Ross takes over from Aberdeenshire producer David Barron, whose term has expired, but who will now serve as vice-chairman.

Mr Ross farms at Lenahowe, Sandwick on the Orkney Mainland, where he keeps 105 suckler cows and 100 ewes. The herd is made up of Salers and Simmental cross cows put to Simmental, Salers or Charolais sires. Around 20 cows calve in November and December and the rest in the spring.

Bull calves are mostly kept entire and finished on the farm. Charolais sired animals are however normally sold as stores. Paul and his wife Fiona also have a diversified tourism business based around two self-catering lodges.

He said: “I am looking forward to leading the SBA even though it is a time of huge uncertainty. There will be new agricultural support schemes to cope with before long as well as a number of environmental schemes.

“It also seems that social media has meat production in its sights, and we have to become better at responding to the criticism. Respected scientists are now saying that well managed grass can store as much carbon as trees and we should be helping to spread that message.

“Beyond that, the huge challenge is to keep cow numbers up," said Mr Ross. "Our end-product is in demand which is great, but our costs are now very high. Labour is also a major issue, especially for our processor customers.”

Mr Barron, who farms at Nether Aden, Mintlaw added: “I wish Paul all the best in the chair. He already has a great track record of fighting the corner for primary producers.”

Neil Wilson, the chief executive of the Institute of Auctioneers and Appraisers in Scotland, Ronnie Mackie, of the Ross Farm at Madderty, and John Cameron, of Balbuthie, Leven, have all been re-appointed to the SBA board.