UK processors and retailers are being urged by the NFU to work with lamb producers to differentiate British lamb in order to boost farm gate returns and secure the industry's share of the domestic market.

Better marketing of certain cuts, improvements to carcase consistency and payment on utilisable meat yield are just some of the ideas being explored in a bid to bolster British lamb.

The NFU is concerned that increasing New Zealand imports as well as the country's efforts to extend its season mean British production is coming under pressure.

"Lamb is generally perceived by shoppers as expensive. Therefore, despite the immediate benefits of being extensive, healthy and local, many producers are still struggling to capture added value through the major multiples," said NFU chief livestock adviser Peter King.

He added that a large proportion of the premium lamb ranges tend to convey stronger messages about butchery technique than the quality or the cut of the meat itself.

The call comes in the same week Sainsbury's announced a range of new season West Country lamb, supplied by Parker Randall Foods. It is putting 12 hand-butchered cuts of lamb into meat counters in a number of stores in the south west and London.

"The value-added ranges are slowly growing but the marketing opportunities for British lamb still remain relatively small," added King. "It's essential that we work closely with retailers and processors to maximise the value from our home-grown supply that enters the standard ranges."

The NFU's initiative was welcomed by St Merryn Meats' livestock director John Dracup. "We've always advocated good communication with lamb producers and have an on-going campaign to secure more stock direct from them."

St Merryn is one of the UK's major processors and its organic lamb throughput has grown considerably during the past year. "We're looking at further branding initiatives for lamb in the near future," added Dracup.

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