Island Life Magazine Ltd December 2007/January 2008 | Page 61

COUNTRYSIDE, WILDLIFE & FARMING Over the past twenty seven years, the livestock farmer has seen very little change in the price he receives despite the cost to the consumer having more than doubled. He explained: Supermarkets and their customers are currently benefiting from a strong pound and cheap foreign imports, produced in a less regulated environment, which are keeping prices artificially low. However, global demand for farmed produce is on the rise, with countries such as China and India producing a rapid growth in demand for proteins as its population increases and becomes more affluent. Couple this with the fact that one of our main competitors in the red meat sector, New Zealand, is cutting back on lamb production and we could be tempted to say that the longer term future for the livestock sector looks exciting. All this is positive news for farmers and the countryside. With an increase in the number of farm shops offering quality local produce, coupled with greater appreciation from the buying public of what they are eating and where and how it was produced, we are building the foundations for a road to recovery. The campaign explains that grazing livestock is important for the ecology and environment of the countryside, not just the aesthetics. Alan Titchmarsh (Wildlife of Britain) agrees saying “Cattle are the unsung heroes of the British Countryside”. We are rewarded by having the finest beef and lamb in the world, because of the climate, grass they feed on and the farming skills handed down through generations, coupled with the UK animal welfare standards that are second to none in the world. As a consumer you can help to secure a sustainable future for Britain's beef and sheep farmers and therefore the countryside. Consumers have a key role to play in influencing supermarkets, as no supermarket can ignore the wishes of its customers. It is very clear that if we want to continue the boast that British Beef and Lamb is the finest in the world then we have to support the industry and the environment that produces it. One way that you can