Call for industry to inform consumers

The supply chain event, run by the Royal Agricultural Society of England (RASE) and ABN, incorporated debate, interactive voting and technical workshops chaired by BBC farming correspondent Adam Henson.

Alice Bell, RASE technical events manager said: “We are delighted with the feedback from delegates attending Pig and Poultry LIVE, 95% of whom believe the supply chain can work together more effectively. So when this type of event brings together producers, processors and consumers, we are making a valuable contribution to industry needs.”

The key message coming out of the day was said to be that the industry needed to focus on effective consumer marketing to highlight UK product value and work together to achieve long-term stable pricing across the supply chain.

A group of shoppers also participated in the debates with industry members and were said to be very keen to engage with producers to learn more about the pig and poultry industry to inform their shopping choices.

ABN commercial services director Angela Booth added: “We set out to do something quite different for the industry following the success of the forums and workshops at the 2008 Pig and Poultry Fair. Any new activity brings with it an element of risk, but we were determined to support the industry in an innovative way.”

A concluding audience vote revealed that 47% of delegates believed that more effective consumer marketing to highlight UK product value was the most important way to improve industry profitability.

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