RPO Northern Cape producers call for improved marketing and production environment

During the annual congress of the RPO Northern Cape held in Kimberley, numerous producers voiced concerns over persistent challenges at grassroots level, including livestock theft, the impact of the Square Kilometre Array (SKA) telescope, and issues relating to animal health.

- Koos du Pisanie

However, the issue that elicited the most response was the marketing of red meat. Many producers expressed their concern that red meat is not being promoted effectively, potentially undermining the industry's growth and sustainability.

Driving red meat market growth

According to Brand du Toit, the reelected chairperson of the RPO Northern Cape, South Africans are consuming significantly less red meat due to financial constraints. He noted that the average South African consumed just 3kg of mutton and 24kg of beef last year.

According to Charl Saunderson, former vice-chairperson of the organisation, this has been troubling industry stakeholders for some time. He warned that if the decline continues, future generations might lose knowledge of how to prepare red meat altogether. Drawing a comparison, he remarked that most South Africans don’t know how to prepare caviar simply because they never use it.

“We don't want red meat to follow the same path. That's why it is essential for us as producers, and all stakeholders in the value chain, to collaborate and develop a compelling marketing strategy that reestablishes red meat, particularly mutton, as part of our cultural heritage. The RPO must take the lead in ensuring the sustainability of this initiative.”

Young chefs show their mettle

Saunderson highlighted the RPO Northern Cape as the only RPO branch in the country that has already taken proactive steps towards improved marketing. They are currently in the feasibility phase of their strategy. Earlier this year, the branch's leadership took the initiative to host a 'Show me your meat' festival.