Farming

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

Published

8 years ago

April 24, 2018

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

Badger Trust urges next Welsh Government to keep non-lethal TB policy

Published

5 days ago

April 30, 2026

Tom Sinclair

Charity says Wales should continue science-led approach as bovine TB cases fall

BADGER Trust has called on the next Welsh Government to maintain a science-led and non-lethal approach to tackling bovine tuberculosis.

The charity says Wales should continue to focus on cattle testing, farm biosecurity and support for farmers, rather than wildlife intervention.

According to Badger Trust, bovine TB cases in Wales had fallen by 13.6% by the end of 2025, without any wildlife culling. It said this compared with a 5% fall in England over the same period.

The charity said 5.3% of cattle herds in Wales were not officially TB-free at the end of 2025, down 0.4 percentage points on the previous year. It said 567 new herd incidents were recorded during the year, alongside a 27% reduction in early cattle slaughter.

Badger Trust said bovine TB remains a serious threat to cattle health, but argued that the best response is a cattle-focused policy, including more frequent and enhanced testing, improved farm hygiene, and non-slaughter options for cattle testing positive.

The charity said: “The premature culling of cattle due to a failed bovine TB test is outdated and unnecessary. Instead, strict segregation is an effective alternative.

“The main focus must be on eliminating the reservoir of bovine TB in the national herd in preparation for cattle vaccination.”

Badger Trust also argued that bovine TB can remain dormant in cattle and in the environment for long periods before being detected, which can lead to mistaken assumptions that infection has entered a closed herd from wildlife.

It said the disease can also be spread through contaminated vehicles, workwear, manure and slurry if proper biosecurity measures are not followed.

The charity added: “Focusing on badgers distracts from the real issue, as DNA testing shows that 94-95% of bovine TB infections are transmitted directly between cattle.

“The only effective way to combat bovine TB is to address it at its source: within the cattle population.”

Badger Trust is urging the next Welsh Government to “hold its nerve” and continue with a science-led, evidence-based, non-lethal policy.

Nigel Palmer, Chief Executive of Badger Trust, said the charity wanted Wales to continue “leading by example” in its approach to tackling the disease.

Badger Trust says it welcomes the end of intensive badger culling licences in England in 2026, but remains opposed to presenting badger vaccination as the main solution to bovine TB. It argues that improved cattle testing and stronger farm biosecurity offer a more effective and humane way forward.

The charity also warned that badgers face a separate threat from changes linked to the Planning and Infrastructure Bill, which it says could weaken protections for badger setts in development areas.

Badger Trust is the leading voice for badgers in England and Wales and works through a network of local badger groups. Its Badgers Belong Here campaign promotes badger protection and public education.

Farming

FUW warns food security must be treated as national security

Published

5 days ago

April 30, 2026

Tom Sinclair

Union says rising fuel and fertiliser costs are putting pressure on farmers and food supply chains

THE FARMERS’ Union of Wales has warned that food security must be treated as a UK-wide priority as global instability continues to drive up costs for farmers.

FUW President Ian Rickman and Deputy President Dai Miles met Defra Minister for Food Security and Rural Affairs Dame Angela Eagle MP in Westminster to discuss the impact of international events on farming, production costs and the resilience of food supplies.

They were also joined by Wales Office Minister Anna McMorrin MP.

The union said the ongoing conflict in the Middle East and Gulf region had added significant pressure to key agricultural inputs and energy costs.

According to the FUW, fertiliser prices, particularly urea and ammonium nitrate, have risen by between 20% and 30% since the escalation of the conflict.

The union is calling for greater transparency around fertiliser stocks and distribution across the UK.

Fuel costs have also risen sharply, with the FUW saying red diesel has effectively doubled in price in some cases. Wider agricultural fuel and energy costs are continuing to rise across the sector, placing further pressure on farm businesses already operating on tight margins.

The union warned that these cost increases are feeding through the entire food supply chain, affecting production, transport, processing and manufacturing, and are likely to contribute further to food price inflation.

The FUW repeated its call for a UK-wide legislative food security metric, which it says should be taken forward by the next Welsh Government in collaboration with the UK Government.

It said food security is a cross-UK issue, affecting all four nations because of the closely integrated nature of agri-food supply chains.

The union also pointed to recent government evidence, including Defra’s 2024 Food Security Report and its 2025 national security assessment on biodiversity loss and ecosystem collapse.

It said these highlighted long-term risks to food production, including climate change, nature decline, animal and plant disease, supply chain disruption and exposure to volatile global markets.

FUW President Ian Rickman said: “We welcomed the opportunity to meet Minister Eagle and Minister McMorrin, and highlight the continued impact of recent global instability on Welsh farmers.

“Food security is national security, and recent global instability has made that clearer than ever.

“Farmers are facing surging cost pressures, particularly from fertilisers and sharply rising fuel costs such as red diesel, which in some cases have doubled.

“These are forces far beyond their control, yet they directly threaten the resilience of our food system.

“We urgently need a coordinated UK-wide approach that recognises the strategic importance of domestic food production and reduces our exposure to volatile international markets.

“With that must come regular and meaningful engagement between Defra and agricultural stakeholders across the UK, including the FUW, particularly on policy areas that remain reserved to the UK Government.”

Farming

Search launched for Wales Woman Farmer of the Year

Published

5 days ago

April 30, 2026

Tom Sinclair

NOMINATIONS are now open for the 28th Wales Woman Farmer of the Year Award, celebrating the vital contribution made by women across Welsh agriculture.

NFU Cymru, together with sponsor NFU Mutual, has launched the search for the 2026 winner of the prestigious award, which recognises the role women play in farming businesses, rural communities and the wider agricultural industry.

Now in its 28th year, the NFU Cymru/NFU Mutual Wales Woman Farmer of the Year competition has highlighted women from a wide range of farming sectors and backgrounds across Wales.

The winner of the 2026 award will receive £500 and a Welsh Royal Crystal bowl.

The closing date for nominations is Friday, May 29. The award will be presented on Thursday, July 23, on the NFU Cymru stand at the Royal Welsh Show.

NFU Cymru Deputy President Paul Williams, who will be one of this year’s judges, said: “The Wales Woman Farmer of the Year Award is there to champion the contribution that women make to farming businesses and wider rural life.

“Over the many years we’ve been holding this prestigious award, we’ve had a variety of winners, all representing different sectors and parts of the farming industry, and we look forward to receiving applications for the 2026 title and celebrating this great award.”

Heather Holgate, NFU Cymru Group Secretary and NFU Mutual Agent, who will judge the competition alongside Paul Williams, said: “For generations, women have played a crucial role in Welsh agriculture, from running farm businesses to leading diversification enterprises to increase farm income, and NFU Mutual is proud to support this award.

“We hope the award inspires other women in Wales to take centre stage and influence farming in the future.”

Anyone interested in entering, or nominating someone for the Wales Woman Farmer of the Year 2026 title, can visit the NFU Cymru website to complete an application form.

Forms are also available from the NFU Cymru office by calling 01982 554200.