2023 Limousin Annual Journal

FEATURE
The Customer is
KING!
New CEO Alice Swift meets Brian Lear,
Turville Herd, Buckinghamshire
One of my first member visits in my
new role with The Limousin Society
was a visit to Brian Lear family farm in
Buckinghamshire to find out more about how
his breeding programme has been influenced
by the needs and wants of the supermarket
beef trade.
From the minute I sat down at the kitchen
table, Brian centred the conversation around
what the abattoir demands in terms of carcass
weights, conformation, and fat class. Front of
mind for Brian, is what the consumer (abattoir)
wants and this is what informs his breeding
and finishing decisions.
The customer is king. We calve over 400
pedigree Limousin cows and heifers
each year and they are treated completely
commercially. All go direct to ABP Guilford via
Thame Market collection centre.”
44 | BRITISH LIMOUSIN CATTLE SOCIETY www.limousin.co.uk