HOW DOES EATING QUALITY LAMB AND BEEF LEAD TO QUALITY COUNTRYSIDE?

As the organisation charged with promoting English lamb and beef (EBLEX) launches its new Quality Standard marks to consumers this month (March), farmers and land managers highlight the link between a healthy livestock sector and the maintenance of our attractive, well-managed rural landscape.

As the organisation charged with promoting English lamb and beef (EBLEX) launches its new Quality Standard marks to consumers this month (March), farmers and land managers highlight the link between a healthy livestock sector and the maintenance of our attractive, well-managed rural landscape.

The Country Land & Business Association (CLA) describes the introduction of the new standards - that signify high eating quality and that the livestock have been born, raised and slaughtered to high standards in Britain - as "a highly visible link between the quality of care invested in livestock and landscape and the quality of meat this produces".

Livestock farming plays a critical role in Britain through food production and the delivery of major environmental benefits - including the management of outstanding landscapes such as the Welsh Borders and the Peak District, the maintenance of important habitats and the conservation of in-field historical features such as deserted medieval villages and ridge and furrow pasture.

The demands of livestock farming, coupled with low returns has resulted in a decline of livestock and staff in many areas, and under grazing is now a common problem on many grasslands of high environmental value.

In England between 1990 and 2003 cattle numbers declined by over 20% and farm labour by 19%. It is expected that these trends will continue leading to major environmental problems through the loss of livestock, changes to farm management, less need to maintain hedges and stone walls and the impact on the public's enjoyment of the countryside.

A CLA poll revealed that grazing livestock are an integral part of the people's perceptions of the countryside in England and Wales, and that without cattle and sheep people strongly believe that our landscape would look worse.

CLA President, Mark Hudson said: "Some farmers are enjoying success direct selling meat and developing local brands. However, many farmers will not be able to directly access markets yet they still maintain often attractive and diverse countryside which is enjoyed by many members of the public. All our farmers have to compete with farmers in countries where patchworks of small fields, stone walls, hedgerows and meadows are absent. 

"Livestock farming in the UK has reached a critical stage and the British public have much to gain by supporting high quality livestock production to ensure a more viable future for the countryside we all enjoy. These new Standards will allow them to do just that while enjoying a consistently good eating experience."

• Quality Standard marks:  More information about the Quality Standard Beef and Lamb marks is available from the English Beef and Lamb Executive (EBLEX) website http://www.eblex.org.uk

   

• An ICM poll commissioned by the Country Land & Business Association (CLA) revealed that 77% of people agreed that the countryside in England and Wales would look worse without cattle and sheep, (with 66% agreeing strongly).

   

• A future for livestock grazing in England and Wales:  The CLA's report - 'A future for livestock grazing in England and Wales' - highlights the serious threat to the present and future value of livestock farming. A copy of the report is available from the CLA website:  http://www.cla.org.uk/article.php?page=news&docnum=770 or you can obtain a hardcopy of the report by calling Helen Leyland on 020 7460 7936.

   

• The CLA Game Fair 2005:  For the first time its 47-year-history, the CLA Game Fair is being held at Belvoir Castle, near Grantham, in rural Leicestershire, the home of the Duke and Duchess of Rutland. The CLA Game Fair is the national countryside event and runs from Friday, 22 to Sunday, 24 July. For further information and press registration, please visit: http://www.gamefair.co.uk or contact Fiona Eastman on 01256 389767.

   

• CLA: The Country Land and Business Association is the premier organisation safeguarding the interests of those responsible for land, property and business throughout rural England and Wales.

For further information: Donna Tavernor, Regional Adviser CLA West Midlands - Tel. 01785 284722, Mob. 07971 115227

Issued by Julie Mate, Marketing Manager, CLA West Midlands, Knightley, Woodseaves, Staffordshire  ST20 0JW.  Tel. 01785 284722  Mob. 07775 847123  Email. julie.mate@cla.org.uk