Retailers must offer far better price incentives to beef farmers if they want to ensure higher standards, the NFU has warned in its new policy document, published this week.

Industry prospects were positive and the UK was well placed to respond to increased demand, it said in Bullish Prospects: A Vision for the Beef Industry. But consumers wanted higher welfare and UK supply, and to ensure that, farmers needed to make money to give them the confidence to invest, said NFU chief livestock adviser Peter Garbutt.

Retailers should also find ways to sell beef other than through price promotion and be transparent on beef packaging, the report said.