The organic market for meat is feeling the brunt of the global meltdown on price and volume, says Silver Fern Farms (SFF). However, there is still a very good market in the UK and Europe for high quality organic lamb and that is what producers should be focussing on reports Rural News. "˜This is what you've got to be thinking of as you produce your lamb,' says marketing manager Grant Howie. "˜The first thing they are after is quality; apart from it being organic, they want very high quality.' With more money than most consumers, organic buyers are not prepared to compromise on tenderness, colour or flavour and above all product must be consistent week to week. Another key factor is convenience. "˜They don't want to be spending a lot of time preparing a roast. And despite the emphasis on quality, consistency, and convenience, price still plays a part. "˜It doesn't matter which market you go to price at some point becomes a part of the equation.' Generally organic meat has been commanding a 10% premium but in the UK in the past six months the premium on organic lamb has been "˜squeezed'. "˜Our retail partners are selling organic meat at the same price as standard lamb. That's not been us pulling the price down, and we certainly haven't been pulling the price of what we're paying producers; that's been totally the retailer pulling the price down and taking a lower margin because they see organics as important.' Market growth has also ground to a halt, having been growing at 16 to 17% a year.
We welcome your comments below. If you are not already registered, please register to comment.
Remember we welcome robust, respectful and insightful debate. We don't welcome abusive or defamatory comments and will de-register those repeatedly making such comments. Our current comment policy is here.