RETAILERS should improve the marketing of British beef and pay producers a better price.

Chris Mallon, chief executive of the National Beef Association (NBA), said beef prices had dropped to a five year low – yet the retail price had remained relatively static with a one to two per cent increase.

Mr Mallon said: "I keep getting told there is a lack of retail demand and because of that the processors have to reduce the price the farmer gets for his beef.

"The idea of price fatigue amongst consumers is often mentioned, i.e. beef is just too expensive, this would hold more water if retail price had moved downwards with the cattle price, but it has not.

"The truth is retail price has moved up one per cent, whilst on farm prices have been slowly coming back to a point where farmers are getting around 46 per cent or less of retail price. We believe there is room for retailers to bring back shelf price and stimulate sales."

Mr Mallon claimed the recent in-store marketing of beef had been "either abysmal or non-existent" with product poorly displayed, and price promotions mainly on imported beef products.

While AHDB has a duty to allocate a share of producers levy money to keeping beef in the minds of consumers, he asked what responsibility the supermarkets have.

"Retailers need to give a fair share, 54 per cent of the retail price, to the producer, market the product better and more clearly, and, most importantly, stop controlling and interfering in the businesses of their suppliers," said Mr Mallon.

"The continual interest in our cost of production is for one reason and that is to continue driving the value of our stock downwards."