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Farming

Consumers ‘sleepwalking’ away from meat

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A LACK of inspiration, rather than a conscious reaction to trends such as veganism, was at the heart of the pre-Covid-19 reduction in meat, fish and poultry consumption, new AHDB research has suggested.
Before the pandemic struck, some 7.8 million (35%) households in Great Britain had unwittingly purchased less meat, fish and poultry products, according to AHDB analysis of Kantar data [52 w/e 26 January]. This figure accounted for 99% of the 1.3% volume drop in retail sales.

However, the twenty per cent of households which had at least one ‘conscious meat reducer’ accounted for just 1% of the losses, with the majority citing other reasons for reducing consumption.

The unconscious reducers were said by the report to mostly be of retirement age and living with fewer people. They were found to be much less likely to experiment with cooking or refer to themselves as a ‘foodie’, preferring more traditional dishes. They were also found to be unsatisfied with shopping for meat, with just 29% of the unconscious reducer group saying they enjoyed browsing meat aisles and only 31% find them to be inspiring.

The report urged the meat industry to focus its efforts on winning this group back as they offered a better route to boosting meat consumption than conscious reducers.

“How unconscious reducers think and feel about meat isn’t any different to those people who are actually increasing their meat consumption – they’re not turning away on purpose so there is a chance to re-engage them with the category,” explained one of the report’s authors, AHDB senior retail insight manager Kim Malley.

“The biggest opportunity is at the point of purchase. The key thing the report highlights is those people are wanting a better in-store experience. There could be simple messaging in-store to remind people why they enjoy meat, give them a bit of inspiration and remind them it’s versatile and convenient.”

Malley added the meat-free category is “excelling” in innovation and convenience through ready-meal and marinated NPD – products which the report said the meat industry had invested less heavily in.

She also praised the packaging of meat alternatives, which tended to be “very colourful and brought recipes and flavours to life” for shoppers, and urged the meat industry to do its own innovation in these areas in a bid to win back “distracted” consumers.

According to the report, distractions included negative media coverage of the meat industry and the prominence of plant-based ranges in stores.

But in positive news for the sector, it found the coronavirus pandemic had seen sales volumes of meat, fish and poultry rise 8% year-on-year in the 52 weeks to 6 September. Unconscious reducers were discovered to have accounted for 35% of this uplift.

Malley said meat “benefited massively” from the rise in in-home occasions this year and consumers thinking more about their food choices. “It has highlighted that it’s quite easy to re-engage people,” she said.

Farming

Willhome Farm Barn attraction plans expected to be refused

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A Pembrokeshire farm barn attraction previously refused by planning officers, which has gained a 3,500-strong petition of support and a call for it to be decided by councillors rather than officers, is recommended to be refused by next week’s planning committee.

Late last year, Stuart Williams of Home Farm, Leweston, near Camrose, was refused retrospective permission by planning officers to retain the Willhome Farm Barn farm park – and ancillary buildings – built in June 2022.

The site – whose facilities were used by council educational providers and parents of children with learning difficulties – is home to rabbits, llamas, donkeys, poultry, owls, goats, ponies and pigs, along with a café building, public conveniences, a children’s play area, and parking.

It was refused due to highway safety concerns and fears it would generate additional foul water flows which are likely to result in an increase in phosphate levels in the Cleddau River.

Since the refusal by planners, a change.org petition, Grant Planning Permission for Willhome Farm Barn in Pembrokeshire, was set up by Hook-based Jessica Austin, which has attracted more than 3,500 signatures to date.

Jessica’s petition said: “This decision not only affects this resilient family but also impacts schools attended with over 6,000 pupils, by adults from local wellbeing centres and families with children who have autism or learning difficulties like mine.
“It’s important to note that there are no apparent issues with existing amenities. Roads or waterways. The refusal of planning permission seems unjustified and is causing unnecessary distress within our community.”

At the request of local county councillor, and former council leader, Cllr Jamie Adams, a special meeting was held in July to discuss whether a decision could be made by councillors rather than officers.

Despite a recommendation it be decided by officers, members unanimously agreed to remove delegated powers for approval or refusal, on the grounds it was complex and sensitive and would benefit from a public examination of the merits, following a call by Cllr John Cole, meaning the application would be heard at a future planning committee.

The application is now recommended for refusal by councillors when it comes before Pembrokeshire County Council’s planning committee on October 8.

Reasons given for refusal include those given for the previous application.

A report for members states: “The agent has submitted in support of the application a Planning Support Statement, dated March 2023, which states that the applicant lost his milking/dairy herd to bovine tuberculosis in 2022 and subsequently opened the farm park attraction.  During school term times there are 10 county council educational groups visiting on a regular basis, with a further six county council educational providers on a waiting list.

“By July 2023 there were already 6,000 pupils booked in.  No details have been provided regarding weekend and school holiday activity, but it is understood that the park has been open to visitors during these times.”

One third party representation has been received objecting to the development on highway grounds, adverse impact on biodiversity, and the precedent which the development would set, the report says.

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Farming

EU farming subsidies fall short of green deal goals, says European Court

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THE European Court of Auditors (ECA) has criticised the European Union’s agricultural subsidy scheme, finding a “noticeable gap” between current farming incentives and the EU’s overall environmental targets. This review of the Common Agricultural Policy (CAP), published on Monday, revealed significant shortcomings in aligning farming practices with the EU Green Deal’s climate objectives.

The CAP, periodically revised and most recently updated in 2021 after the introduction of the EU Green Deal, allocates a massive €378.5 billion (£328 billion) for the 2021-2027 period. This budget accounts for nearly a third of the EU’s total expenditure, making it a key tool in the EU’s fight against climate change. Agriculture is responsible for 13% of the bloc’s greenhouse gas emissions, with more than half of these emissions attributed to livestock.

However, the ECA report found that the European Commission currently lacks the capacity to measure the contribution of agriculture to its climate targets, aside from organic farming. The lack of consistent metrics and incentives within the CAP has made it impossible to track progress toward the Green Deal’s 2030 targets effectively.

“Our examination of the Commission’s assessment of how the member state plans are aligned with the 2030 Green Deal targets reveals that the Commission cannot – except for organic farming – measure the extent of their contribution, and so cannot check whether they align with targets,” the ECA concluded.

The ECA also noted that some climate-friendly funding rules within the CAP had been watered down following farmer protests earlier this year. This dilution of policy has further hindered the CAP’s ability to drive meaningful environmental change across the agricultural sector.

Additionally, the ECA highlighted that the EU’s climate goals have not been fully integrated into CAP legislation. Important result indicators are either missing or vary too significantly between member states due to differing definitions and measurement methods, making it difficult to gauge any real progress.

In response to these issues, the EU’s ombudsman launched an inquiry this month into whether the European Commission breached its own rules by altering CAP funding terms. This action followed a complaint by environmental activist group ClientEarth and others. ClientEarth is also pursuing legal action against Germany for failing to enforce EU pesticide regulations.

The ECA’s findings add pressure on the European Commission to overhaul the CAP to ensure it can effectively contribute to the EU’s climate goals, emphasising the need for more robust and standardised monitoring mechanisms across member states. With agriculture being a crucial sector in the EU’s climate strategy, this report underscores the urgent need for policy reforms that align farming practices with the bloc’s green ambitions.

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Farming

Wales ‘falling behind’ on farm tenant policy, warns Tenant Farmers Association

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WALES is falling behind England in the development of farm tenant policy due to a post-Brexit decision by former Welsh First Minister Mark Drakeford not to expand the capacity of the civil service, according to the Tenant Farmers Association (TFA).

George Dunn, Chief Executive of the TFA, has highlighted that several key measures, including the tenant and landlord code of practice, the Farm Tenancy Forum, and the proposed tenant farming commissioner, have all been implemented in England but not in Wales. He urged the Welsh Government to outline a plan for fulfilling its devolved responsibilities in this area.

“The problem Welsh Government has got is capacity,” said Mr Dunn. “They would say in their hearts they are keen to do more, but practically speaking, without proper resource, they are going to struggle. The real issue is that the previous First Minister, Mark Drakeford, didn’t take the opportunity to ramp up the capacity of the Welsh Government in light of the Brexit vote.”

He further pointed out that while the Department for Environment, Food and Rural Affairs (Defra) in England increased its staff to cope with post-Brexit changes, the Welsh Government “almost carried on as if Brexit never happened.” This decision has now left Wales lagging in farm tenancy reforms. “This goes back further than the current budget crisis, but that of course won’t help,” added Mr Dunn.

In response to these concerns, last week the Welsh Cabinet Secretary for Rural Affairs, Huw Irranca-Davies, addressed a series of written questions from Plaid Cymru MS Llyr Gruffydd regarding whether the Welsh Government was considering introducing a code of practice and a tenant farming commissioner.

Mr Irranca-Davies stated that while the government had considered the recommendations, they have so far focused on areas identified as priorities by stakeholders, such as new dispute resolution procedures for farm business tenancies. He also mentioned that Welsh Government officials are currently assessing the relevance and potential impact of the remaining recommendations within a Welsh context.

This lack of progress in Wales contrasts sharply with developments in England, where the establishment of a tenant farming commissioner and other policies have been prioritised post-Brexit. The situation has raised concerns among tenant farmers in Wales, who fear they are being left behind in policy support compared to their English counterparts.

The TFA’s call for action underscores the need for the Welsh Government to address the gaps in farm tenancy policy, particularly in light of the changes brought about by Brexit. As farming stakeholders wait for concrete steps, the debate continues over how best to secure the future of tenant farmers in Wales amidst growing economic and policy challenges.

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