'Forget the vanity projects such as contributions for TV advertising to a domestic audience, as is the case with Eat Balanced, and instead replace it by positive and direct consumer engagement in the overseas markets where we need to grow brand awareness and consumption'

By Norman Bagley

At the start of October Quality Meat Scotland (QMS) announced a review of the levy.

In her statement on the proposal QMS chair, Kate Rowell, reminded farmers that there had been no increase since 2010 and that they would propose setting a new levy from Spring 2024 adding a small inflationary rise each year to ensure that their ‘financial model remains sustainable.’

For the record, AIMS is not opposed to the principal of the levy anywhere in the UK.

But levy increases?

The UK catering sector has for many years imported Australian and Brazilian beef.

Why?

It’s not just down to price but is down to consistency and eating quality. Benefits that they sell into every one of their export markets across the globe.

Earlier this year, levy board Hybu Cig Cymru (HCC) in Wales, completed a 4-year study into improving beef eating quality.

The initiative was driven by farmers and processors and led by academics at Aberystwyth University and mirrored the Australian system for carcass selection and grading. The results were impressive with consumers in taste trials opting for the cuts from the graded stock every time.

HCC are not precious about this work and are happy to share with other UK levy bodies so it will be interesting to see if QMS thinks this would add to the global brand of Scotch Beef by looking at ways by which you can drive continuous improvement to deliver consistency and every better eating quality.

This can then be promoted accordingly to drive for ever more market access.

Forget the vanity projects such as contributions for TV advertising to a domestic audience, as is the case with Eat Balanced, and instead replace it by positive and direct consumer engagement in the overseas markets where we need to grow brand awareness and consumption.

What is more, with market access in the ‘ownership’ of Westminster, Scotland is being denied the opportunity to grow in some of the world’s most valuable markets.

Scotland’s farmers and meat processors shouldn’t be held back by Westminster’s ability or inability to get Export Health Certificates agreed for GB access.

Remember, Scotland has a Scottish Food Standards Agency and a Scottish Chief Veterinary Officer (CVO), who should be meeting with the CVOs of the countries of where we wish to sell Scotch Beef and Scotch Lamb and supported by the Scottish Government and QMS be using levy to open these markets for Scottish access.

Westminster and Defra may see agriculture as being an insignificant irritant within the economy but it’s a vital element of the Scottish economy and needs to be supported as such.

As for domestic levy spend:

Yes, to interaction with schools and the next generation of consumers.

Reform the spend on independent butchers to provide them tools to create their own marketing.

No to acres of recipes which I am sure few use and too often simply look like ‘Me Too’ in a crowded market of on-line cooking sites.

Upgrade market reports to reflect international market trends, not just domestic ones. We do it every week here at AIMS.

Demonstrating some real positive outcomes for Scottish farmers is surely a prerequisite for any levy increase.