Consumers are looking for convenience, and sheep farmers need to keep this in mind when diversifying their businesses.
Attendees at the National Sheep Association (NSA) Northern Regional event at J36 Rural Auction Centre in Cumbria were informed that farms must diversify beyond roasting joints.
Many farmers are looking at diversification options as direct support declines.
Karl Pendlebury, beef and lamb knowledge exchange manager, said: "Consumers want something that is convenient and will be quick to prepare and cook - but that can be good news, as they will then eat lamb more often, rather than only cooking a roasting joint on a Sunday or, increasingly, only on a special occasion."
A clear theme from the event is that when looking at the direct marketing of lamb, the priority has to be around conveniency for the customer.
Peter Allonby, an independent butcher said: "Be it through box schemes, a farm shops, farmers markets, or online retailing the priority has to be around convenience."
These consumer trends were echoed by Grace Randall, AHDB retail and consumer insight manager, who stated that domestic lamb sales would decline if the market failed to diversify beyond roasting joints.
The event also involved other diversifying ventures other than selling lamb with a clear recognition that ‘time waits for no man'.
Holiday pod entrepreneurs, Vicky Slater and Kevin Holiday, who have thrived by adapting their farms to the latest trends and consumer interests of luxury camping schemes spoke to members about their diversification methods.
Positivity towards change and diversification was expressed by John Geldard who spoke to members about his farm shop, built 20 years ago.
"Change will never stop, It is about keeping up with it," he said.
"But remember, it is important not to go into diversification to save your business. It will only work if it is to strengthen your business. That is been proven many times over the years. You need to build it from the bottom up."
