Great British Beef Week – an opportunity for the beef sector to tell the real story

Anyone involved in the beef sector will share my frustration whenever the reduction of red meat consumption is thrust into the limelight as part of the solution to tackling climate change. While on one hand, the stricter government targets released this week, won’t include forcing people to eat less meat, the subliminal message will have been heard loud and clear.

Well-meaning individuals who think they are doing their bit to save the planet could well be influenced by one-sided arguments. Particularly when meat reduction is advocated by high profile figures – the latest being the Business Secretary, Kwasi Kwarteng, who’s proudly announced he’s considering going vegan.

Meat sales are on the rise

However, it’s far from all doom and gloom, with the latest Kantar data showing primary red meat volume has seen an 18% increase since January 2020, and deadweight cattle prices finally breaking the £4/kg barrier.

But are we riding the crest of a wave? I certainly hope not. Not least because my husband has been in a much better mood lately when he has opened the cattle cheque.