Sean McAllister
A hi-tech tool has been launched to help the red meat industry meet the needs of today's consumers.
Retailers, farmers, processors and caterers will all have free internet access to reports and figures on the market with the Red Meat Industry Forum's (RMIF) website,
The new consumer section of the website will include market statistics and consumer insights from organisations such as the IGD, the FSA and Taylor Nelson Sofres which have been compiled and collated by the Meat and Livestock Commission.
RMIF consumer working group member and MLC marketing director Richard Lowe said: "We're now able to share our wealth of consumer research information with all red meat industry stakeholders through the RMIF website. It will have a crucial role in creating a sustainable meat industry."
He added that the website contained "narrow and deep" information for retailers on how consumers shop for meat to help them make decisions about what to stock in limited chiller cabinet space. Lowe said: "Its launch is a major step in fulfiling one of the key criteria of the RMIF to improve the industry's ability to meet consumer needs."
Designed to appeal to a wide range of people within the industry, Lowe believed the website would be an important tool for farmers who want to be entrepreneurial and for meat category managers in supermarkets which are fighting for a share of the space instore.
The website will also include monthly news bulletins and an online quarterly newsletter.
The RMIF was set up in June 2001 by the Meat and Livestock Commission, IGD, the NFU and DEFRA to help improve the ability of the red meat industry to satisfy consumer requirements at home and abroad.