Beef industry urged to keep its new customers

RETAIL: Head of association keen to cash in as lockdown sees rise in demand for domestic meat

The farming industry must work to keep the new customers it has gained during the Covid-19 crisis, according to the interim chief executive of the National Beef Association (NBA).

Neil Shand, who previously worked as chief executive at the British Simmental Cattle Society, will lead the

NBA following the departure of the association’s former chief executive, Chris Mallon, earlier this year.

“We have a great opportunity in the middle of this crisis,” said Mr Shand.

“The British public have reconnected with beef in the last three to four weeks, and there’s a huge challenge for the industry to keep them there while we have got a hold of them.”

He said the coronavirus pandemic had led to consumers becoming seriously re-engaged with British produce, and the industry needed to carry on promoting itself to ensure that consumers stay engaged with domestic produce.

Responding to concerns about a costly carcase imbalance caused by consumers opting for more mince and sales of high-end cuts collapsing due to the closure of restaurants and cafés, Mr Shand said: “We might be able to eat our way out of the problem, especially with consumer support.”

He said the NBA had lobbied government and levy bodies for more promotion of high-end cuts to help with carcase balance, and said other lobbying efforts would focus on food security.

“The environmental impact of beef production is not as dramatic as everybody was claiming,” said Mr Shand. “We now need to lobby government to make sure the new agriculture bill is more focused on food security, ahead of environmental issues.”

NBA chairman Andrew Laughton welcomed Mr Shand’s appointment and said he was bringing a new lease of life into the organisation.

Picture: Scott Baxter. Although beef sales have risen, shoppers are still more likely to buy mince than prime cuts.