March 22, 2010
The cheapest type of beef available now makes up half of the beef sold to consumers in Britain, which means farmers' hopes of improved incomes are being jeopardised, according to the National Beef Association (NBA).
Statistics show that minced beef, which sells for around GBP4 (US$6) a kilo, accounts for exactly 50% of fresh beef sales. Top priced cuts of steaks and roasting joints - costing GBP17-GBP19 (US$26-US$29) a kilo - made up just over a third. Stewing steak, retailing at GBP7-GBP8 (US$11-US$12), accounted for the rest.
NBA director Kim Haywood said, "This is not good news for farmers, or anyone else in the beef industry, because mince sales are visibly increasing on an annual basis and the sector has no chance of prospering if sales focus even more heavily on its cheapest product.â€
"Finishers are struggling to cover feed costs, breeders are still not able to earn enough from the market to make them feel confident about continuing to keep expensive suckler cows, and processor margins are strained because the beef they pack is not able to generate more income at retail level," she said.
She urged the retail sector to help producers by using more imagination when selling beef to consumers.
"Mainstream multiple retailers must consider how they can market beef more creatively other than the current routine of offering mince, stewing beef, steak cuts and roasting joints," said Haywood.
The English Beef and Lamb Executive (Eblex) said it was possible to generate more profits by using lesser-known cuts.
Eblex master butcher, Dick van Leeuwen said,"The feather muscle, for example, is normally reserved for braising, dice or mince. However, by cutting it differently and removing all the gristle we can produce a Flat Iron Steak that is not only extremely tender, succulent and juicy, but when matured correctly, can rival rump or sirloin.â€
"The opportunities for retailers, therefore, to capitalise on the growing popularity of these steaks is clearly there for the taking," he said.
