Bid to beef up brand recognition

The Hereford Cattle Society has revealed plans to raise the profile of its beef brand following a resurgence in farmers’ interest in the native breed.

The number of active Hereford cattle breeders across the UK has increased by 60% in the last decade, pedigree calf registrations are up almost 50% over the same period, and Hereford-sired progeny in suckler and dairy systems have grown almost 90%.

The society’s marketing manager, Laura Bowyer, said that in 2019 the number of branded Hereford carcases had seen an increase of more than 350% in a decade, and the beef had picked up national awards and become commercially relevant.

However she added it was important more consumers knew to ask for the beef by name, so the society has hired a PR and marketing agency to raise the profile of the product through both print and online media.

She said: “This is essential in order to provide existing and potential stockists of Hereford beef with the confidence that consumers recognise our brand.

“Quality has never been an issue for Hereford beef but its recognition as a premium product has.

“We have an animal that is both prolific and efficient at turning forage into a high-quality source of protein, along with the associated health benefits of eating beef higher in Omega 3 than that produced from a grainbased diet.

“As a natural grazing animal, the Hereford can also play an important role in sequestrating carbon by utilising a mainly grass-based diet, as this would help to build soil fertility, capture carbon dioxide and encourage wildlife,” she said.

The Hereford Cattle Society is also working on more robust genetic analyses and is encouraging breeders to embrace the free service entitled Breedplan.

The Hereford Cattle Society aims to raise the profile of its meat product.