A FASCINATING talk on producing beef and lamb for today's market was presented at a meeting at Okehampton, hosted by South West Quality Meat.
The talk by Mike Owen, meat technology unit manager of MLC, placed great emphasis on producing what consumers wanted, and on factors affecting meat eating quality.
He explained retailers wanted a regular supply of lean, well-fleshed, quality carcasses which consistently met consumer demands; consistency and regular supply being key factors.
Currently, only 46 per cent of beef carcasses and 50 per cent of lamb carcasses meet the target grades, although there was an encouraging 5 per cent rise last year in the figure for beef.
Consumers were concerned with four key factors: tenderness, consistency of product, plate waste and versatility. Flavour requirements were more difficult to quantify because tastes varied so widely.
Mr Owen explained extensive research was undertaken by the MLC technology unit into meat-eating quality. It had led to a large uptake of aitch-bone hanging of beef carcasses and corresponding improvements in tenderness — aitch-bone hung carcasses are as tender after seven days' maturation as conventional hung carcasses are after 21 days.
High voltage electrical stimulation had also had a significant effect, and on-going research was looking at ways to improve the tenderness of lamb carcasses in winter in order to produce lamb which compares favourably with the chilled New Zealand product in autumn and early spring.
Mr Owen warned producers to look beyond the base price offered by abattoirs, and to compare carcass dressing specifications. These had a significant effect on the killing out percentage achieved and therefore on the weight the farmer was paid for.
Liz Bowles, operations manager of South West Quality Meat, explained that SWQM was set up last May by three existing producer groups, Cornwall Quality Livestock Producers, Wessex Quality Meat and Bodmin Moor Farmer's Club in order to develop a strong image of beef and lamb from the South West.
The aim of South West Quality Meat was to increase consumer awareness of meat from the region, add value to the product by maintaining ownership beyond the farm gate and command a premium based on quality.
South West Quality Meat is currently marketing two premium brands, Cornish King and Devon Supreme. Stock, was sourced through the three members' groups and they are seeking to increase their supply of quality stock to supply the brands. The brands are sold through regional butchers, caterers and retail outlets.
Talks are ongoing to widen sales and to sell a West Country brand to a volume customer. Producers, butchers, caterers or retailers wanting further details should contact South West Quality Meat on 01208 881040 or e-mail [email protected]">[email protected]