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Meat - Facing the Dilemmas

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How should we farmanimals in 2050?What principles should underpin livestock farming in future? Where shouldwe be in 40 years and how will we get <strong>the</strong>re? We asked some of <strong>the</strong> peoplewho influence how animals are farmed today…The big questionSteven TaitThere will always be consumers who willbuy on price – now and in 2050. But <strong>the</strong>more consumers are informed about animalwelfare and <strong>the</strong> more <strong>the</strong> media continue togive highly effective voice to <strong>the</strong>se concerns,<strong>the</strong> more <strong>the</strong> retail sector will react.This is already happening. The growth in ourown farm animal welfare scheme, FreedomFood, from seven million animals to 160million in four years is just one indicator thatretailer strategies are being increasinglydriven by corporate social responsibility.However, <strong>the</strong> industry will polarise betweenhigh-value, high-quality production,primarily based in this country, and moreintensive systems, primarily based overseas,with cheaper food products imported into<strong>the</strong> UK. Again, this will be driven by retailersresponding to <strong>the</strong> differing demands of <strong>the</strong>ircustomers. In <strong>the</strong> UK, we need to focus onanimal welfare, environment, quality, andprovenance as our differentiators.I hope that <strong>the</strong> welfare standards thatlivestock are reared to overseas will alsoimprove, but it is likely that <strong>the</strong>ir standardswill lag behind those of <strong>the</strong> UK. I doubt thiswill cause more consumers to move awayfrom buying on price alone.Continued improvements in <strong>the</strong> way inwhich we rear our livestock, here or abroad,require food production to be kept at <strong>the</strong>top of consumers’ minds.Transport of live animals is likely to beone of <strong>the</strong> most difficult welfare issues toovercome. It has been driven mainly by <strong>the</strong>closure of small abattoirs and it frustratesattempts to provide locally sourced products.The government must put resources intorebuilding and supporting local abattoirs toalleviate this problem.Matt HoweSustainability may be a buzz word for sometoday, however, as we look towards 2050,it is clear that it will become a part of oureveryday lives and govern many of our dayto-daydecisions.In 2050, McDonald’s will have justcelebrated our 75th anniversary in <strong>the</strong> UK.If Big Macs and milkshakes are to continueas a feature of our menu, it is vital that weassure a sustainable supply chain, and <strong>the</strong>recent changes that we’ve made to ourcoffee offer are a good example of what Imean.All <strong>the</strong> coffee we sell is Rainforest Alliancecertified, served with British organic milk,making it one of <strong>the</strong> most ethical productson <strong>the</strong> high street. As well as deliveringhigh quality beans, <strong>the</strong> Rainforest Allianceaddresses both social and environmentalcriteria in <strong>the</strong>ir certification process. It is thisholistic approach that sets it apart and makesit a sustainable, long term, platform.The foundation of our business is <strong>the</strong> 100percent British and Irish beef in our burgers.It is vital we make <strong>the</strong> same progressivemoves to help establish a sustainable beefsupply chain.So will we see a similar certificationprogramme for beef as we see in coffee?Possibly. What is beyond question is <strong>the</strong>need to develop a foundation for economicand ecological efficiency in conjunctionwith strong animal welfare standards. Ecoefficiency,as defined by <strong>the</strong> World BusinessCouncil for Sustainable Development,addresses many of <strong>the</strong>se aspects.It is this drive for Eco-Efficiency that I believemust underpin <strong>the</strong> beef industry as weapproach 2050.Ken LaughlinThe last 40 years have seen rapid changesin world agriculture.This topic can onlybe addressed by making a series ofassumptions about changes to 2050 whichdefine a new ethos. These are:Animals will continue to be farmed formeat and milk and that fundamentalanimal welfare requirements aresatisfied wherever this occurs.The fallacy of growing edible cropsfor biofuel production will havebeen exposed and will have ceased.In <strong>the</strong> key drivers for meat and milkproduction environmental impact will be amajor component of economic evaluation.Therefore in animal production simplefeed efficiency – food weight in, to saleableyield out – will have been replaced byspecific efficiencies of energy, protein,phosphorous etc. This means that retentionand excretion will be determined, and<strong>the</strong> latter has a major impact on globalwarming potential.Feed and energy-intensive meat and milkproduction will have been relocated toclimatically suitable areas of <strong>the</strong> globecloser to <strong>the</strong> main grain and proteinmeal producing regions. These regionsalso require less use of primary energy inhusbandry systems in order to maintain<strong>the</strong> health and welfare of <strong>the</strong> animals.Thus food production will be drivenby <strong>the</strong> need to feed people efficiently.Fundamentally inefficient productionsystems which may give a small minorityof consumers a ‘feel good’ factor willhave been eclipsed by a global productionsystem that addresses <strong>the</strong> broader ethos ofsustainable food production for all peopleacross <strong>the</strong> whole planet.Steven Tait is Head of Sales and Marketingat <strong>the</strong> RSPCA / Freedom Food Ltd.www.rspca.org.ukMatt Howe is Senior Vice President ChiefSupport Officer at McDonald’s Restaurants UK.www.mcdonalds.co.ukDr Ken Laughlin is Vice President of Policy and Strategyfor Aviagen, which breeds poultry. He has providedtechnical advice to poultry farmersin all regions of <strong>the</strong> worldwww.aviagen.www.foodethicscouncil.org | Volume 2 Issue 4 | Winter 2007 09

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