A LACK of inspiration, rather than a conscious reaction to trends such as veganism, was at the heart of the pre-Covid-19 reduction in meat, fish and poultry consumption, new AHDB research has suggested.
Before the pandemic struck, some 7.8 million (35%) households in Great Britain had unwittingly purchased less meat, fish and poultry products, according to AHDB analysis of Kantar data [52 w/e 26 January]. This figure accounted for 99% of the 1.3% volume drop in retail sales.
However, the twenty per cent of households which had at least one ‘conscious meat reducer’ accounted for just 1% of the losses, with the majority citing other reasons for reducing consumption.
The unconscious reducers were said by the report to mostly be of retirement age and living with fewer people. They were found to be much less likely to experiment with cooking or refer to themselves as a ‘foodie’, preferring more traditional dishes. They were also found to be unsatisfied with shopping for meat, with just 29% of the unconscious reducer group saying they enjoyed browsing meat aisles and only 31% find them to be inspiring.
The report urged the meat industry to focus its efforts on winning this group back as they offered a better route to boosting meat consumption than conscious reducers.
“How unconscious reducers think and feel about meat isn’t any different to those people who are actually increasing their meat consumption – they’re not turning away on purpose so there is a chance to re-engage them with the category,” explained one of the report’s authors, AHDB senior retail insight manager Kim Malley.
“The biggest opportunity is at the point of purchase. The key thing the report highlights is those people are wanting a better in-store experience. There could be simple messaging in-store to remind people why they enjoy meat, give them a bit of inspiration and remind them it’s versatile and convenient.”
Malley added the meat-free category is “excelling” in innovation and convenience through ready-meal and marinated NPD – products which the report said the meat industry had invested less heavily in.
She also praised the packaging of meat alternatives, which tended to be “very colourful and brought recipes and flavours to life” for shoppers, and urged the meat industry to do its own innovation in these areas in a bid to win back “distracted” consumers.
According to the report, distractions included negative media coverage of the meat industry and the prominence of plant-based ranges in stores.
But in positive news for the sector, it found the coronavirus pandemic had seen sales volumes of meat, fish and poultry rise 8% year-on-year in the 52 weeks to 6 September. Unconscious reducers were discovered to have accounted for 35% of this uplift.
Malley said meat “benefited massively” from the rise in in-home occasions this year and consumers thinking more about their food choices. “It has highlighted that it’s quite easy to re-engage people,” she said.
Carmarthen producer wins best sausage in Wales award
RED VALLEY FARM in Carmarthen is celebrating coming first in Hybu Cig Cymru – Meat Promotion Wales’s ‘Put Your Best Sausage Forward 2022’ competition, with their wild garlic sausages crowned as the very best bangers in Wales.
Business partners Andy Washbourne and Graeme Carter were delighted with the victory, with the high-flying producers taking the coveted award for the second year running. As winners, they will now automatically qualify for the ‘Champion of Champions’ sausage competition at the UK-wide Butcher Shop of the Year 2023 awards.
Speaking after winning the title during a special event at the Royal Welsh Show, Graeme Carter said: “It really is an incredible honour to have our sausages named as the very best in Wales. Winning an award like this really makes all the hard work worthwhile and shows that our ethos of producing quality, small-scale and locally produced pork pays off in the end.
“We were really proud of our wild garlic sausages, but it’s still a pleasant surprise to win the title. We had a really good time at the final judging event and the fact that the standard was so high amongst all the shortlisted finalists just goes to show what a fantastic pork industry we have in Wales.
“Since taking over the farm from my parents a few years ago, specialising in rearing pigs has really turned into a passion for me and Andy. We were gifted one boar to help clear the ground following some tree planting and everything has literally grown from there. We just plan to go from strength to strength and concentrate on what we do best, which is quality, sustainably produced pork.
“We’re now really looking forward to be representing Wales at the ‘Champion of Champions’ sausage competition and hope to be crowned the best across the whole of the UK.”
Red Valley Farm pipped Haverfordwest’s Prendergast Butchers and Puff Pigs of Ynysybwl to the title, wowing the panel of judges including leading Welsh food personality Chris ‘Flamebaster’ Roberts.
Chris said: “Nobody likes a banger more than me and the quality of those that made the final meant it was certainly a pleasure to be on the judging panel.
“It’s always really tough to choose a winner when the standard is so high, but right from the off we were impressed with the wild garlic sausages. They looked the part, the consistency was spot on and they just tasted amazing. Having now had a sample of them I’m pretty keen to get my hands on the recipe myself to try and work out the secret of making sausages taste so good!”
Speaking about his delight at the standard of entries to this year’s competition, Rhys Llywelyn, Market Development Manager at Hybu Cig Cymru – Meat Promotion Wales, said: “It was fantastic to be back at the Royal Welsh Show to hold the awards and the standard of the three finalists certainly didn’t disappoint. However, in the end Red Valley Farm just about came out on top, so a huge congratulations to them and we wish them the best of luck at the UK ‘Champion of Champions’ finals.
“Our small-scale pork producers in Wales have a fantastic story to tell. They specialise in creating a unique, hand-reared product that is often only available to buy directly from themselves and local independent shops, like butchers. This makes it a more sustainable food product, generating fewer food miles, and I’d urge consumers to seek out their local producer and find out for themselves the fantastic quality that’s on offer.”
For more information on pork produced in Wales, and where you can buy it, please visit porcblasus.cymru.
Children’s competition aims to tackle farming industry’s continuing poor safety record
KEEPING children safe on farms has always been a challenge and it is an issue that has been debated and argued for as long as Farm Safety Week has been running.
If the family business were medicine or construction, there would be little chance of a child wielding a scalpel or shingling a roof. But on a family farm, children as young as 10 years old are driving quads and tractors and doing work that part of rural life. However, what should not be part of rural life is putting children at risk when carrying out work around the farm.
Sadly, despite the best efforts of parents to keep their children safe, accidents can occur with tragic unpredictable events, having far-reaching consequences and devastating results.
One family using their own heartbreaking experience to make a safety plea are the Bunford family from Rhondda Cynon Taf, Wales. They spoke exclusively to ITV News Rural Affairs Correspondent Hannah Thomas in March about the events of 6th September 2021, when their lives changed forever and why they are now working with the Farm Safety Foundation to try and prevent this from happening to another family in the future.
It was like any other morning for the Bunford family and -the last day of the school summer holidays for nine year-old Tomos, before the start of a new academic term in the Cynon Valley. One of the first jobs of the day was to take water for the cattle grazing on land near Blaenllechau – an activity the family had done together many times.
Dad Rhys, Mum Louise, oldest son Gethin, Tomos and baby Clemmie set off in the pick-up truck with the water bowser on the back. But as soon as they entered the field, alarm bells started ringing – as they could feel the truck and the bowser sliding down the field.
“We could hear the panic in the children’s voices” Louise told Hannah in the report. “They were asking us what they should do.”
“I made the decision that we should all get out” continued Rhys. “If the truck had gone over the cliff at the bottom of the field, we could have all died.”
The family exited the vehicle with Louise managing to push Tomos clear of the doors and pass baby Clemmie to big brother Gethin. But when Rhys looked around, he saw the water bowser heading in Tomos’ direction and he was hit.
After the collision, Louise ran for help while Rhys performed CPR on their son. He continued until the emergency services arrived and they carried on treatment for two hours, but tragically it was too late.
“We were doing a task we had done as part of our routine for years” said Rhys. “It was nothing out of the ordinary. The field conditions weren’t different, the level of water in the bowser was the same, and the vehicles did not fail post-accident safety checks. But please, we want the farming community to learn from us losing Tomos, and stop and think. You can’t be over cautious. Ask yourself what the risks are from doing any job.”
Over the past decade, an average of 1 or 2 children every year lose their lives on GB farms. Farms can be dangerous places for everyone, but children are even more vulnerable when playing, visiting or helping out around the farm.
There is no doubt that they are wonderful places for children to grow up and many children are keen to help out their parents with farm work, however, it is important to understand that each farm task has a certain level of risk associated with it.
As Rhys says: “Assess each situation first. No job is worth the agony of burying a child.”
This is why the Bunford family are teaming up with the Farm Safety Foundation and Wales Farm Safety Partnership to recruit children in rural primary schools across Wales, to help get the farm safety message across to their parents via a creative and educational new competition.
In the weeks to come, invitations will be sent to all rural primary schools to invite pupils to get creative and illustrate some simple farm safety messages – what the risks are, and how to avoid them.
As Farm Safety Foundation manager Stephanie Berkeley says: “Children see things so clearly, in a way that adults don’t, which makes the idea of getting them to come up with a safety calendar an inspired one.”
“The message is simple, but the possibilities are wide open for children to get creative. I look forward to seeing the entries when they come in. As a thank you for taking part, we will be sending each schoolchild who enters the competition, a copy of the final calendar which they can display in the home offering a gentle reminder for the whole family to avoid harm on the farm each and every day.”
The competition which is being launched today at Royal Welsh Show, will be open to all children of Primary School age in Wales. A judging panel will meet and choose their favourite 12 entries. These entries will then appear as one of the months in the 2023 family planner.
The competition will run from 5 September 2022 closing on 26 October 2022. For more information and Terms and Conditions please visit www.yellowwellies.org.
Powys farmer wins M&S farming award
FIFTH-generation Welshpool farmer, Ed Gittins, has been announced as the regional winner of this year’s Low Carbon Farming Pioneer Award in the M&S Select Farm Awards.
As the regional Low Carbon Farming Pioneer winner, Ed was invited to receive his award during the M&S Select Farm Awards ceremony on the M&S stand at this year’s Royal Welsh Show. The judges commended Ed for his commitment to creating a low carbon poultry system.
Alongside his brother James, Ed took over running the family farm which consists of beef and sheep enterprises across their main farm, as well as two upland hill farms. They also operate a poultry farming enterprise with 325,000 birds across six sheds and have been supplying M&S since 2017.
Establishing the poultry enterprise initiated the start of a plan to create a low carbon farming system that was beneficial for both the business and the planet.
“For some time, we been figuring out how we can make our farm more efficient in a way that helps with the bottom line and is more environmentally friendly,” explains Ed. “It is great that we are now in position where it is benefitting the farm and we can support the UK with its low carbon targets.”
As a result, the farm now has several biomass boilers to provide the top heating for the chicken sheds, and a ground source heating system to provide underfloor heating. They also have an anaerobic digestor which is powered with farm by-products and slurry from a local dairy farm. All electricity needed to run the farm is produced on-site, and a sizeable proportion is also sold back to the grid. In the future they are aiming to use an anaerobic digestor to produce biogas to power their tractors and other farm machinery.
Steve McLean, Head of Agriculture and Fisheries at M&S, said: “Every day, our Select Farmers and suppliers go to extraordinary lengths to deliver great quality M&S food, whilst demonstrating best-in-class innovation, animal welfare, sustainability and biodiversity.
“Exploring methods of low carbon farming is an important part of the industry’s future. Ed has already demonstrated great progress in creating a farming system which is centred on environmental sustainability and should be commended for his plans to continually improve the environmental sustainability of his farm.”
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