Making sure public values British meat

Richard Ali CEO, Eblex Sir; The International Meat Trade Association appears to have completely misread the latest of the four Eblex economic studies published last month (Letters, The Grocer, 23 February, p24). Our study Retail Prices and Import Demand simply evaluates what is likely to happen to beef and lamb consumption as retail prices change, and therefore determine whether our import gap would rise or fall as a result. The most progressive retailers have already recognised farmgate prices are unsustainable and are working with their supply chains to make sure their consumers can continue to choose British meat. Like these retailers Eblex believes our consumers value British meat. Yes, its our job to ensure this continues to be the case - and we appreciate it's not IMTA's.