Ladies in Beef launched their campaign, Save Our Sucklers, at Beef South West to highlight the critical state of the British suckler beef breeding herd with the hope that all sectors of the supply chain will sign up to raise public awareness.
Jilly Greed, one of the founders of Ladies in Beef said: “The British suckler herd is at its lowest level since the late eighties at 1.5m due to a combination of poor returns and market and supply chain failure and we have to try to halt this decline before it is too late.
“There is very little differentiation between suckler and dairy beef within the processing sector. Therefore, to most consumers beef is beef. While taking nothing away from dairy beef which is important to maintain volume in the marketplace we have to start to educate consumers about the health, animal welfare and environmental benefits of traditionally raised suckler beef with the aim of securing a premium for it.”
In early 2016 leading up to Great British Beef week under the umbrella of Save Our Sucklers and using the strapline, Nutured by Nature, Ladies in Beef will launch a consumer based campaign and hope a differentiated, branded product offer will be piloted by a major retailer.