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 ECONOMIE ET CONSOMMATION

 
 

BeefQ, a research project to improve the eating quality of beef

Published Date
Written by Phillipa Nicholas-Davies

An online survey was conducted by the BeefQ project to gauge industry opinion on beef eating quality (EQ), current and potential future carcase valuation systems. The survey was conducted in Welsh and English between 24th January and 12th April 2021. A total of 165 responses were collected, 25 in Welsh and the remainder in English. The majority of respondents were based in Wales and England and 34% of them were farmers. Overall, respondents felt consumers were confident in the eating quality of Welsh beef, however, a quarter of them, including a quarter of farmer respondents, felt that consumers were not confident in the eating quality of Welsh beef. This suggests a proportion of those involved in the beef supply chain believe there is room to improve the beef eating experience for consumers. The majority of those directly involved in the production and processing of beef were of the opinion that the beef industry needs to evolve from the current EUROP beef valuation system and that there is an industry wide need to introduce a system of assessment and reward for beef eating quality. Views on how such a system should be implemented were more varied, with an extension to the current EUROP grading system being only slightly favoured over a replacement to the EUROP system. There was a preference for an eating quality assessment and reward system to be implemented at a UK national level, either by the levy bodies or an independent organisation. As to who would administer and fund the administration of an eating quality assessment and reward system, the levy bodies the most popular choice, or alternatively, administered by an independent organisation and funded by the levy bodies. The main concerns with respect to barriers to implementation of an eating quality assessment and reward system related to fear of change across the industry and supply chain issues such as lack of cooperation, fairness of cost/benefit within the supply chain and general lack of leadership to take change forward in the UK beef industry. Benefits highlighted included increased sales, improved value within the supply chain and reduced wastage through producing animals that meet consumers requirements.

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