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Farming

Areas of growth, opportunity, and inspiration: OECD report claims

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Food exports: Market messages need to be tailored

BRITISH food exporters need to gain an understanding of consumer needs in different countries if the UK’s farmers are to fully reap the rewards of overseas trade, according to AHDB.

In its latest edition of the Horizon Brexit series, AHDB argues that a ‘one-size-fits-all’ approach to unlocking export opportunities should be avoided and that we cannot rely on ‘Brand Britain’ alone to boost sales.

The report, focuses on international buying behaviours and looks at exporting from a consumer perspective. It highlights the need for industry to monitor and adapt to the needs of each marketplace to create more opportunities.

The study included responses from more than 4,500 consumers in nine countries – from key UK export markets in North America, Europe, Gulf States and Asia – around what motivates and drives them to choose the food they buy.

Among the key findings was that, while seven out of the nine countries surveyed said ‘quality’ was the most important factor, both China and Japan stated ‘food safety’ as critical in their food choices.

Christine Watts, AHDB chief communication and market development officer, said: “Concerns and priorities vary by market and many could benefit from tailored messaging to appeal to these different interests.

“For instance, in China and Japan food safety is critical. Communication to these markets needs to be tailored to meet the desires of consumers so they know more about the safety of the food they eat.”

The report also closely considers the impact of ‘British’ branding overseas and looks at some of the opportunities and challenges this holds in a post-Brexit world.

Steven Evans, AHDB consumer insight manager and author of the report, said: “The research looked to capture the reaction to ‘Brand Britain’ and understand objectively how other countries see us. We found that many consumers have not had direct exposure to British food products and, therefore, have not had the opportunity to build a firm view of their qualities.

“This highlights that exposure to products and clear branding is necessary to drive awareness and build brand reputation.”

Other key aspects from the report include how different sectors also have different drivers in buying behaviour. For example, while quality was important for both meat and dairy, price featured second in the list for meat while freshness was the second highest purchase motivator in the dairy industry.

Also, promoting the same meat cuts across all countries would not be beneficial for British exporters as lifestyles, tastes and food choices differ around the world.

AHDB International Market Development Director Dr Phil Hadley said: “Often, what we as a British consumer perceive as a good product message will not be relevant for all export markets.

“For example, the Chinese Sunday roast is not commonplace but Dong Po Rou (braised pork belly) is. Both hold a similar association as they both use larger joints but each fit very different meal occasions.

“We also know that a Chinese consumer is comfortable to view the whole journey from farm to fork. But it would be dangerous to assume that the same approach across all export markets will result in the same sales performance.

“A one-size-fits-all approach doesn’t allow for customisation and adapting to meet specific domestic demands. It is critical that British food producers don’t make assumptions that their product has the same relevance across all markets.”

Farming

NFU Mutual warns on fire risk

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Fire: Tinder-dry weather risks crops

TINDER dry conditions are putting the UK countryside at high risk of devastating fires, warns NFU Mutual.

The leading rural insurer is concerned that the current heat wave could lead to grassland and arable crop fires, putting lives at risk and costing millions of pounds in damaged crops and machinery.

“The tinder dry conditions and continuing heat wave pose a major fire risk to the countryside, threatening crops, equipment and even personal safety. Every precaution needs to be taken by both farmers and visitors alike.

“The huge fires raging on Saddleworth Moor are a stark warning to the damage fires can cause in very dry conditions.

“Weeks of dry sunny weather mean that huge areas of land across the whole of the UK are at risk of fire – putting lives of people and animals at risk as well as destroying valuable crops,” said Tim Price, NFU Mutual Rural Affairs Specialist.

“In many parts of the country, it’s been the driest June for over a decade and the land is so dry that discarded matches and cigarette ends thrown down from cars can easily start a fire.

“With the hot, dry, weather predicted to continue we are making a plea to countryside dwellers and visitors to take extreme care to avoid starting a fire.”

Because of May and June’s good weather, harvesting is already under way, weeks earlier than usual, and NFU Mutual is urging farmers to reduce the risk of fire by making sure that fire extinguishers on combine harvesters are serviced before harvest starts, and to make sure regular maintenance and cleaning to remove chaff is carried out.

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Farming

Wayleave framework updated for broadband

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Mark Bridgeman, CLA: 'Agreement will speed up broadband delivery'

AN UPDATED wayleave framework has been developed by the CLA and NFU to pave the way for broadband infrastructure providers to speed up the roll-out of rural broadband while ensuring fair treatment for landowners.

The updated national Rural Communications Agreement, announced at the CLA Connected Countryside conference, includes advisory rates of payment for the installation of new underground digital infrastructure on private land, representing a 4% rise on previous rates set in 2012.

Available to all broadband infrastructure providers, the new wayleave agreement is designed to make it easier for landowners and broadband providers to reach agreement. The CLA represents 30,000 landowners, farmers and rural businesses across England and Wales.

CLA Deputy President Mark Bridgeman said: “People living and working in rural areas have fought long and hard for better broadband provision, and the wayleave agreement that we announce today will help speed up fixed line broadband delivery without eroding property rights. It creates a national framework that provides certainty for individual landowners and smooths the way for faster roll-out.

“This revised national Rural Communications Agreement is the culmination of more than a year’s work, and we are pleased to announce this positive step forwards. But there is more work to do: the CLA will keep the pressure on broadband providers to deliver the fast, affordable and reliable connections that the countryside needs, and we will hold Government to their promise of a Universal Service Obligation of 10Mbps by 2020.”

Gigaclear Chief Executive Matthew Hare said: “The rural network build programme that Gigaclear already has underway will reach over 300,000 homes and businesses by 2021. This agreement simplifies and streamlines the agreement of wayleave requests.”

NFU Vice President Stuart Roberts said: “We know how increasingly important rural broadband connection is to farmers and those with diversified businesses.

“We very much hope that this updated agreement will help to deliver broadband to rural areas which currently have poor, unreliable or non-existent broadband connection. Fast rural broadband is essential for our forward-thinking and dynamic farming industry, especially as we approach exiting the European Union.”

The updated agreement suggests advisory payment rates for installation of equipment that landowners can enter into with companies wishing to install a broadband network. The agreement also sets out the rights and responsibilities of both landowners and broadband operators. The suggested rates and agreements will help to cut down the time and cost of negotiating individual wayleaves, making it easier and more cost effective to get the infrastructure for broadband put in place.

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Farming

Minister kicks access issue into long grass

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No clarity on access to land: Government rejects fresh legislation

THE SUSTAINABLE M​ANAGEMENT of Natural Resources Consultation process has finally concluded, but there’s no sign of progress, according to Rebecca Williams, Director of CLA Cymru.

Saying that the time has come to make decisions, Ms Williams said: “How we manage our natural resources, must form part of our vision for a vibrant, sustainable, competitive rural economy delivering against a range of public goods.

Responding to the Welsh Government Environment Minister, Hannah Blythyn AM’s statement summarising the responses to the Sustainable Management of Natural Resources (SMNR) consultation, Rebecca Williams, Director CLA Cymru, said: “We have a unique opportunity to define the future of land management in Wales. Our government processes really must deliver better and faster results. We need to find answers to the vital questions in land management about how the Welsh Government’s Five Core Principles be delivered as a working plan.”

“Last year’s SMNR consultation addressed a very broad range of issues many of which were complex, others seemed disjointed from the main theme. This was an unwieldy and demanding exercise both for organisations and for individuals. The process was protracted, the outcome has been delayed. The substantial number of responses may be encouraging to the Government, but it does also bear witness to the level of concern about the potential vital impact the proposals may have on rural business and the countryside community. There is no doubt that greater subtlety and engagement is required in stakeholder-management.”

While there were over 19,000 responses to the consultation, over 16,000 of those were focussed on one issue – access to land. Of those 16,000 responses, only around 450 answered the questions posed by the consultation and there was a massive number of responses from individuals and campaign groups in favour of widening access to the countryside.

The Welsh Government has, however, shied away from specific legislation to provide greater rights for ramblers, canoeists, cyclists, and other groups in favour of achieving more access to Wales’ countryside.

In a written statement delivered to the Assembly on June 19, Environment Minister Hannah Blythyn said: “There were strong but differing views on how best to reform access legislation. We therefore believe that now is not the right time for substantive reform. But we are committed to exploring selected aspects of change where there was greater consensus, including on some of the administrative arrangements and multi-use paths. We will continue to facilitate further discussions through established groups such as the National Access Forum.”

Those remarks have been met with disappointment from Ramblers Cymru, the charitable organisation and campaign group that fights for walkers’ access to land.

Angela Charlton, Director of Ramblers Cymru told The Herald: “‘As Wales’ walking charity working to protect and expand the places people love to walk, Ramblers Cymru is disappointed that a year after this consultation was held, we are no clearer about Welsh Government’s ultimate vision for improving access to the Welsh outdoors.”

Ms Charlton drew attention to consultations not producing positive results in terms of policy or legislation, continuing: “We have had 2 major consultations on these issues in the last 3 years, and now face further consultation on as yet undefined changes.

“Through our campaign over 2,500 people took the time to support our call for increased and improved access and protection of our paths, and it is frustrating that we seem no closer to seeing the changes needed. We are however, pleased to continue engaging with Welsh Government to ensure Wales is a world class country for walking and will continue putting proposals forward to help achieve this.”

While the NFU noted the strength of the responses regarding access to land, NFU Cymru President, John Davies said: “The consultation contained a number of proposals that were extremely worrying to farmers including granting higher access rights which would have enabled cycling and horse riding on footpaths as well as extending and amending the list of restrictions on CRoW land. We, therefore, welcome the announcement from the Environment Minister that now is not the right time for substantive reform.”

John Davies continued: “We note, however, the Welsh Government is committed to exploring aspects of change where the consultation process showed greater consensus including some of the administrative arrangements and multi-use paths. We await information on what these specific areas will be and would highlight that, given 80% of the land area of Wales is agricultural land, farmers are key providers of the landscape and countryside upon which many access and recreational activities depend. Any reforms must consider the safety of access users and should not result in increased costs, burden and liabilities being placed on farmers in Wales.

“We are pleased that the consultation process revealed consensus in the area of keeping dogs on fixed length leads in the vicinity of livestock, which was a generally accepted proposal. The worrying of livestock by dogs is a key concern to our members and we would hope this is an area that can be progressed in the near future.”

FUW President Glyn Roberts said: ” The FUW welcome the news that the Welsh Government have decided now is not the right time for a substantive review to reform access legislation.

“Wales has approximately 16,200 miles of footpaths, 3,100 miles of bridle-paths, and 1,200 miles of byways, and since 1998 the area of land accessible by right to the public has increased threefold. The evidence makes it clear people are not using what is already there, so any changes should focus on increasing responsible use of existing access.”

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