Pembrokeshire's spring calving farmers are being encouraged to rear their dairy bull calves for up to a month to satisfy a growing market among beef rearers.

Meadow Quality Calves, which operates a collection service in Pembrokeshire every Wednesday, says it is willing to pay up to £80 for a premium calf.

There are costs associated with rearing a calf to the 50kg target weight, which can take between two and five weeks. But these calves would otherwise have little or no value to dairy farmers since the loss of the live export market.

Meadow Quality Calves is targeting block spring calving herds in Pembrokeshire because of guaranteed numbers and consistency, said its livestock marketing specialist, Rebecca Taylor.

"There tends to be a lapse in calf numbers from other areas during the spring which is why we are encouraging more farmers here to sell to us," she said.

"Also, we have rearers who want their calves from the same herd, which is why block calving would suit in this instance."

The price largely depends on the conformation of a calf. It could be as little as £8 a head but rising to £80 for the top end of the market.

"We want quality calves and encourage our farmers to be selective," said Rebecca Taylor. "We are happy to visit farms to give the farmers the best advice. As long as the quantity is there it is worth running a collection lorry to Pembrokeshire."