Wyn Evans, Chairman of NFU Cymru Livestock Board welcomed the announcement that levy boards would pitch in with a campaign to support carcase balance.
Wyn Evans, Chairman of the NFU Cymru Livestock Board said: ”We welcome this announcement, given the unprecedented challenges the supply chain currently faces. We are pleased to see HCC, AHDB and QMS sharing resources and working collaboratively on this beef campaign.
"It is more important than ever that we do everything possible to drive beef sales as a result of the changes in lifestyle and buying patterns that society faces as direct result of Covid-19 restrictions.
"The focus on inspiring consumers to try out recipes using hindquarter cuts, that are normally sold through and restaurants and the wider food service sector and thus seeking to address the carcase balance issues that the industry is facing, is the right thing to do.
"We hope that the joint campaign by the levy bodies, alongside continued promotion by our butchers, independent food outlets and major retailers, will help to drive sales of top quality Welsh and British beef in the coming weeks."
The Hybu Cig Cymru (HCC) press release said:
Levy boards pitch in with beef campaign to aid carcase balance
A major £1.2 million national consumer campaign encouraging consumers to “Make It” with beef is being launched by AHDB, Quality Meat Scotland (QMS) and Hybu Cig Cymru (HCC).
Running for 12 weeks with TV, video on demand, radio and social media, it aims to inspire consumers to create restaurant-style meals in the comfort of their own home, using a variety of hindquarter cuts.
The campaign will be supported with ‘how to’ videos and cooking tips, and influencer-driven content. It builds on a social media push launched earlier in April by the three levy boards.
It aims to reach 85 per cent of UK households and deliver a three-to-one return on investment, well above the industry average.
The move is a joint response to carcase balance challenges faced by the beef supply chain in the wake of Covid-19, which has seen a surge in demand for beef mince in supermarkets. Meanwhile some more expensive cuts, more commonly favoured in restaurants, have seen demand plummet as the lockdown has taken hold.
To meet the demand for mince, processors are having to mince higher value hindquarter and steak cuts, which leads to a drop in the overall retail value of the carcase and a subsequent drop in potential returns back to beef farmers.
A joint statement from the levy boards said: “This is a unique joint effort by AHDB, QMS and HCC which we hope will drive an uptake in steak and roasting joint sales in the run up to barbecue season. It’s a fantastic opportunity for everyone to get involved and create some amazing dishes in their own kitchens.”
The campaign is being financed from the fund of AHDB red meat levies ring-fenced for collaborative projects which is managed by the three GB meat levy bodies – AHDB, HCC and QMS.
The ring-fenced fund is an interim arrangement while a long-term solution is sought on the issue of levies being collected at point of slaughter in England for animals which have been reared in Scotland or Wales.