Efforts to promote steaks from all parts of the supply chain have begun to bear fruit, with sales up 20 per cent year on year.
In March, the British Meat Processors Association (BMPA) had warned of a possible cattle price drop as demand for high value cuts plummeted due to the closure of the food service sector at the beginning of the lockdown.
At the time, supermarkets were only requesting the cheapest beef cuts and mince, which quickly sold out in stores across the country.
As the carcase balance continued to get out of kilter, Defra convened a meeting between the major retailers, processors and the farming sector in an attempt to find a solution.
Speaking to MPs on the Environment, Food and Rural Affairs Select Committee this week, BMPA chief executive Nick Allen said: “While there were not any specific actions which came out of that [Defra] meeting, everyone went away from it with a better understanding.
“We have seen the retailers and the processors put steaks on promotion and we have seen the levy boards come in and put some money into promotion.
“We are looking at it now and seeing we are in a much better place than we were three or four weeks ago.
“Steak sales last week were up about 20 per cent on this time last year, so that shows the promotional activity is working.”