Unite to survive, says beef producer (From Western Telegraph)

Unite to survive, says beef producer

Pembrokeshire beef producer Brian Ratcliffe is to supply the Welsh Meat Company with up to 50 cattle a week, a decision triggered by the co-operatives joint venture with West Wales premier meat processor.

Mr Ratcliffe, of Colby Farm, Wiston, is one of nearly 600 farmers to sign up as a member of the Welsh Meat Company. He is convinced the initiative is the way forward for livestock producers in Wales.

His support comes in a week when the co-operative, headed by Pembrokeshire businesswoman, Jane James, agreed a livestock slaughtering deal with Llanybydder-based Oriel Jones and Son. Meat will be slaughtered and packed by the processor and distributed to supermarkets nationally.

Jane James sees the venture as central to the development of the Welsh Meat Company.

She said: We integrate the farmers experience with that of the abattoir and processing sector. This collaboration is part of our commitment to provide better returns for the farmer." It was the key to Mr Ratcliffes membership decision.

Historically, farmers have traded individually and for the last 30 years we have been looked after by the Government and Europe through price support mechanism. We now see this cushion being taken away and, unless we unite to become bigger, stronger players in the market place, we wont survive."

Mr Ratcliffe, vice-chairman of the NFU in Pembrokeshire, is convinced that if Welsh beef is professionally marketed it can develop the cachet associated with Scottish Beef.

We have to create a Welsh brand, something that the consumer will ask for again and again," he said.

Now is our chance here in Wales. We have to take it, we have to work together."

In return, the WMC guarantees Mr Ratcliffe and other members prices in the top quarter'". It aims to increase membership to at least 2,000 in the next 18 months.

I make no bones about it, I am on a recruitment drive, said Jane James, who was appointed as its general manager earlier this year. We are the most efficient link between the farmer and the processor, guarnteeing our customers continuity of supply and our suppliers the most competitive prices."

Members pay a one-off fee of £250 which buys them shares in the WMC. This autumn it will announce details of a new branding initiative.

CAPTION: Brian Ratcliffe and Jane James, general manager of the Welsh Meat Company. PICTURE: Martin Cavaney Photography.