NFU unveils new vision for a thriving beef sector

As Great British Beef Week gets underway today, the National Farmers' Union (NFU) has launched its 10-year vision for British beef - setting out the key actions needed to secure a "thriving, profitable and sustainable future" for the sector.

- ATHWENNA IRONS [e-mail]

Now in its fifteenth year, the campaign, originally created by Devon beef farmer Jilly Greed and former NFU president Baroness Minette Batters, aims to celebrate the naturally delicious taste of British beef and the "passion, care and dedication" of those who produce it.

Kicking off today and running until April 30, promotional content will run across multiple channels, including social media, broadcast and print media; with key retail activations involving stickers on beef products at supermarkets.

A major industry supporter of Great British Beef Week, the NFU's vision outlines how the British beef sector, which has a globally renowned reputation for high-quality, high-welfare and climate-friendly produce, can "work with the Government, the supply chain and levy boards over the next decade to enhance its reputation".

It outlines the need for:

A fair and functioning supply chain that fosters trust and the confidence to invest;

Advancement in sustainability by supporting and empowering beef farmers through an enabling approach in the supply chain;

Trade policies that offer access to new markets, while ensuring our borders are protected from disease and British standards aren't undercut by trade deals;

Policy frameworks that support sustainability, food production and trade;