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Stimulating markets for beef and lamb

January 20, 2000

The Institute of Ecology and Resource Management (IERM) at the University of Edinburgh and the Scottish Quality Beef and Lamb Association (SQBLA) have formed a research partnership within the EU CRAFT Programme - Technology Stimulation Measures for SMEs. A project developed under this programme "Marketing Red Meat in the European Union: Extending the Options" includes other industry (SME) and research (RTD) partnerships from locations in Spain, England, Italy and France. The industry partners have matched EU project funding of 376,800 ECU.
Kate Corcoran (IERM) and Dr Alberto Bernués (Zaragossa, Spain) are jointly co-ordinating this two year project. The work, which includes extensive consumer, industry and meat marketing surveys in each of the five locations, will contribute to the:
"� identification of specific factors which have altered consumption and purchasing patterns of meat in the regions of the Community being studied;
"� examination of the effectiveness of checks along the supply chain, how these checks have been integrated and policed, and what additional measures might also be required to improve confidence;
"� evaluation of the cost/effectiveness of improvements already instituted in the industry and alternative control options for quality assurance;
"� development of a strategy to improve communication of quality assurance between consumers and the industry;
"� identification of market segmentation opportunities, nationally and at EU level, for meat products in particular quality meat products which deliver particular attributes demanded such as regional origin labels, environmental friendly systems etc.
Support by the EU reflects an awareness of the difficulties faced by beef and lamb producers on the one hand, and concerns of the public in relation to food, on the other. The goal of the research is to develop new strategies to stimulate old markets for beef and lamb, and develop new markets and new meat products. This will be achieved through a better understanding of the consumer and consumer demands.

For further information,
please contact:
Kate Corcoran, Institute of Ecology and Resource Management Tel: 0131 535 4384 e-mail: corcoran@SRV0.bio.ed.ac.uk
or Dr Alberto Bernués
Email:bernues@mizar.csic.es

Edinburgh, University of

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