Pasture Beef Latvia AJ - LDF€¦ · • Pasture Beef on the shelves of ICA – largest retailer in...
Transcript of Pasture Beef Latvia AJ - LDF€¦ · • Pasture Beef on the shelves of ICA – largest retailer in...
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International seminar
“Economically viable beef cattle farming
for biodiversity and clean environment”Baltezers, 2013
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High Quality Beef from High Nature
Value Grasslands
Pasture Beef
Anna Jamieson
Coordinator WWF Pasture Beef
Riga 11/4 2013
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Semi natural pastures – conservation
and agriculture working as one
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• 25 % of vascular plants
• 60 % of the butterflies
• Powerful carbon sink
• Recreational value
• But - only 5 % remains and disappearing fast
• 25 % of vascular plants
• 60 % of the butterflies
• Powerful carbon sink
• Recreational value
• But - only 5 % remains and disappearing fast
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Degree of disturbance
The need for grazing
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The Baltic Sea is dying…
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…and the way we produce beef affects the sea
Predominate system Pasture Beef system
Intensively grain fed
Low proportion of grass in
diet
Extensively reared on
grazing and hay/silage
Many dairy bull calves Bullocks and heifers
Housed all year round Grazing 6-8 months/year
Old fashioned manure
handling systems
New operation =>
modernized manure
systems
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20 years of Swedish
Pasture Beef experience
•Local and nationwide
•High quality product
•Quality assured
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The ingredients ...
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A unique
product
• Taste
• Environment
• Health
• Production criteria in a
Quality assurance scheme
• Price
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Beef Quality
• Juiciness
• Tenderness
• Flavour
• Health issues
• Local identity
• Animal welfare
• Climate and nature
• Hygienic aspects
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A short cut to quality –
intra muscular fat a.k.a Marbling
How do we achieve this?
• It takes time
• It takes food/nutrition
• It comes easier to
bullocks and heifers
• Some breeds do it more
readily than others
Gives flavour and juiciness
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The importance of added value
• 15-20% added value to the carcass produces as much
return to the farmer/ha grazing land as the EU
environmental support for the same amount of land
• The combination is a very powerful market driven
conservation mechanism !
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Swedish Pasture beef
Criterias
• Heifers, steers and young
cows
• Grazed on semi natural
pastures 50 %
• Farm has 50 % semi
natural grassland
• Well marbled
• Beef is matured 14 days
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The ingredients for success...
WWF
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Beef farmers
•Fencing grants
•Land tenure
•Political game rules
•Pride and Attention
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Food chain
•Abattoirs
•Meat
cutters/packers
•Retailers
•Wholesalers
•Public procurers
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Ambassadors
• Foodie Journalists
• Top Chefs
• Farmers
• Opinion makers
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The meat delivery chain is long…
…and full of “wolves” and pitfalls!
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The ingredients for success...
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One way of addressing the finances
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© WWF-Canon / Martin Harvey
…and it did sometimes
feel like this!
Unwilling meat processors
Uninterested farmers
Unknowledgeable consumers
Unsupportive retailers
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The most important ingredient for
success...
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Victories
• 40 000 ha SNP restored (> 10
% total acreage SNP)
• Pasture Beef on the shelves of
ICA – largest retailer in Sweden
• Pasture Beef is favoured by top
chefs in Sweden
• Environmentally conscious
consumers know what pasture
beef is and stands for
• Quality assurance scheme in
place gives increased access to
public procurement
Challenges
• Market access is still difficult –
the meat industry is slow to pick
up
• Copy cat products without QA
• Production volume needs to
increase to get out of the niche
and in to the mainstream
• Retailers need to put monetary
value on corporate responsibility
• EU rules creates uncertainty for
farmers
So how are we doing?
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Latvian Beef
• What is important to
the Latvian consumer?
• What are you going to
produce?
• Choose a few quality
aspects and concentrate
your work and marketing
on them
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Choice of production model
It depends on the type of
farm...
• Grazing or not
• Type of grazing
• Housing
• Labour
• Feed
...and the animals
available.
• Suckler cows
• Bought in calves
• Type of breed
• Bulls, heifers, steers.
But most important of all – is to make a
choice and work accordingly!
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The difference between dairy
and beef breeds
• Carcass confirmation
and fat content
• Milkproduction
• Growth rate and feed
efficiency
• Marbleing
• Tenderness?
Beef
breed
Dairy
breed
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If your farm looks like this...
• ...how can you produce
quality beef?
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Or if your farm looks like this...
• ...how can you produce
quality beef?
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Does tenderness influence the
consumers willingness to pay?
Any questions? Please ask away!