SIR, – re 'Regenerative farming groundbreaking or greenwashing' in last week's issue, written by Brian Henderson.

Even if sustainability was only smoke and mirrors, marketing is smoke and mirrors and I happen to think it will become a lot more important and relevant than that.

The UK red meat industry, in particular, could do itself a favour by making more of its sustainable credentials. Most people in the UK can afford to pay a bit more for home-grown, sustainable red meat.

It’s still important, however, to make sure those less fortunate are still able to put red meat in front of their children. The UK red meat industry must demand clarity in provenance and just as important it must stick together and hold its nerve.

John Maxwell