December 16, 2009

Red meat producers seek solutions to declining demand

The global demand for red meat is expected to continue declining for the next decade, a trend that can be offset by improving and maintaining meat quality.

Imperial College's food marketing expert David Hughes warned that demand for red meat products for the next 10-15 years will either decline or remain flat on a worldwide basis. That is in spite of growing world population.

Beef prices will also be double the price of pork, which will jeopardise consumer preference for red meat, he said.

Noting that the sector had a long way to go to produce a consistent product, Hughes said producers must provide clear and strong reasons as to why consumers should pay more for red meat than for pork and poultry.

Michael Richard from the English Beef & Lamb Executive (Eblex) agrees with that assessment.

The survival of a business is strongly connected to a consistent product that has the right meat quality, particularly for farmers in direct selling, said Richard.

To achieve that, farmers must not just focus on breed. Diet, selection, handling and transport, slaughter and the chill are also aspects influencing meat quality, according to Richard.