Sainsbury chief executive Justin King met a selection of the retailer’s beef producers this week to discuss the sector.
The meeting, organised by Sainsbury’s beef supplier ABP, brought farmers from across the country face-to-face with King and senior buyers, including Emma Metcalf-King.
Discussions covered deadweight pricing, how farmers and retailers could grow the beef market and the ability of
farmers to meet Sainsbury’s specification for beef. King said: “It’s fundamental that Sainsbury can understand the current pressures facing beef farmers.”
Also this week, the NFU launched a Best of British campaign at Sainsbury’s store in Holburn, London. The drive persuades consumers to look for the Red Tractor and Quality Standard Mark on packs.
Farmers will hand out leaflets to shoppers at Sainsbury and Tesco stores.