A CAMPAIGN is to be launched to save the British suckler beef breeding herd that has lost 140,000 cows in the past four years.

At 1.57m head, it is at its lowest level since the late 1980s and, according to Ladies in Beef (LIB), is now the most vulnerable in the livestock sector.

Jilly Greed, co-founder, said: "Sadly there is an industry acceptance that suckler beef is in terminal decline due to poor returns and market and supply chain failures.

"We just cannot let this happen without fighting for a more stable future. We have to up our game and increase consumer awareness of why suckler beef is special due to a natural production system of grass, milk, nurturing beef breeds and glorious countryside."

The UK suckler beef herd is still the second largest in Europe after France but LIB is calling on farmers, livestock markets, abattoirs, processors, retailers, butchers, farm shops, food service and the hospitality sector to raise consumer awareness.

LIB supports dairy beef supply chains and the need to maintain volume in the marketplace, but says there is very little product differentiation within the processing sector.

Most consumers assume British beef comes from grass based traditional suckler beef herds. Yet less than half is suckler beef – the majority is now a by-product of the dairy herd.

Minette Batters, LIB co-founder and NFU deputy president, said: "Dairy beef is hugely important to maintain volume but we have to be much more bullish about suckler beef and the role our grazing herds play in the production of a high quality product, nurtured by milk and grass.

"There is much we can learn from the poultry industry in product differentiation and grass-based suckler beef resonates with consumers not just in the UK but across the world. Get the branding right and we could see a resurgence in suckler beef production in the UK and profitable returns."

The campaign will include promoting the many health, animal welfare and environmental benefits of traditional, naturally raised suckler beef and its importance to land management of the British countryside.

Early next year – leading up to Great British Beef Week (April 23-May 2), under the umbrella of Save our Sucklers – Ladies in Beef will launch a consumer-based campaign.

"Great British Beef Nurtured by Nature", will take its lead from CAMRA's successful campaign for real ale. It is hoped a differentiated, branded suckler product will be piloted with a major retailer or within a regional supply chain. Product criteria is that it must be single suckled beef and meet Red Tractor assured, Quality Standard Mark standards and, if a regional brand, Protected Geographic Indicator status.

To pledge support or for more information, contact Jilly Greed at jilly@ladiesinbeef.org.uk or visit ladiesinbeef.org.uk to sign up online.