THE UK beef and sheep sector should develop export markets but make the most of the home market.

Jonathan Birnie, head of agriculture at Dunbia, said when it came to exports, Britain was only a small player on the world stage.

He said: "Customers pay more for home produced products, the international market is not a panacea for profits."

Export markets could be volatile and high risk with prices and demand rising and falling. They would only open after long-term efforts to build strong relationships. "There is no quick win in this, it takes time," he said.

The UK market was consistently in the top third for prices because consumers value home produced products.

Mr Birnie said the producers should: "Recognise that the UK is our main market and our most high paying, we have a market that others are fighting for.

"Identify other markets that can add value to your product, identify what you can do that others can't, and do whatever you do well.

"Recognise that reputation is everything, build strong stories and strong relationships."

Laura Ryan, strategy director for AHDB Beef and Lamb, spoke about the marketing campaigns the levy board is mounting to promote beef and lamb and work on developing new cuts to appeal to consumers, particularly the young.

She said British beef has access to 98 countries and lamb to 105. About half the levy is spent on marketing and just over 20 per cent on research and new product development.

A £1m TV campaign in November had promoted mid-week mini roasts asking "Why wait till Sunday?" and in May, lamb was promoted for barbeques.

Social media, digital and web sites are all used to promote meat. Lambsoc is aimed at 18-25 year-olds, a roadshow visits universities, particularly in freshers week, to show easy recipes and another initiative has partnered four YouTube stars and attracted more than 5m hits.