With numerous discussions taking place around the livestock sectors future post Brexit; our current classification system is one that draws much debate. The well-known EUROP grid has served the industry well as a method of measuring yield and valuing carcases for many years now. However, a huge opportunity looking forward is the potential to improve the existing system to become more consumer focussed. The Meat Standards Australia team have established just that, quoting 40% of the Aussie Beef kill now meeting MSA standards. This is allowing them to add premiums and value through more accurately predicting meat eating quality characteristics.
Within Australia this change was driven by the huge variation in eating quality between breeds, especially with Brahman type cattle (Bos Indicus) in the north having large negative meat quality impacts, a scheme was vital. A points system, monitoring many proxies for meat quality has been developed, monitoring carcase traits such as marbling and meat/fat colour. Processing procedure such as PH decline and hanging method, along with on farm procedures such as mixing stock pre slaughter and feeding regimes within the last 30 days. All of these have been shown to influence the meat eating experience for the consumer.
The returns of this programme are undeniable; although it has required a huge investment of 54million which has seen returns of £679 million delivered to the industry. MSA research has demonstrated that consumers are prepared to pay far more for a guaranteed premium eating experience. A system such as this gives real confidence to consumers and drives the premium end of their domestic and export markets. Such benefits cannot be ignored.
Having the ability to add value and confidence to the category across Beef and Lamb will be vitally important if we are to compete with other proteins. First we need to develop a system that’s suited to the British environment and production systems; the NFU Livestock team are already assessing the options and will work with AHDB and the processing industry to ensure whatever classification and grading scheme we see in the future, that it benefits the entire supply chain, creating added value for both producer and customer.
Engaging and working with the wider supply chain will be the key to success. Ensuring any new measures or payment systems can be interpreted and improvements made at an on farm level that drive returns from the market are an absolute must. However I can’t help but feel excited with the opportunities that lie ahead. A system that can demonstrate and guarantee quality of British product to our domestic and international customers will realise value throughout the supply chain.