SHEEP industry leaders have called for greater transparency from the supply chain to help producers get more from global markets.
A report by the National Sheep Association (NSA) and the NFU for England and Wales, entitled "Vision for British Lamb Production" was launched at the NSA Sheep Event in Malvern on Wednesday. It emphasises the need for the industry to react to market signals, to maintain and expand export options for producers as well as building on the current domestic market for sheep meat.
Charles Sercombe, NFU livestock board chairman said: "A successful industry is one with a ruthless focus on supplying the market with the product it needs as efficiently as possible. This will involve long-term partnerships across the supply chain to identify and clearly communicate customer requirements. It will need appropriate marketing of our product on its inherent values, including great eating quality, high welfare and sustainable environmental management.
"Finally, Government must actively tackle legislative barriers which reduce competitiveness and our ability to efficiently supply markets across the world."
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