Developing the Cambrian Mountains Beef group to manage and expand their short supply chain
Short food supply chains occur when farmers sell their produce directly to consumers or with a minimum of intermediaries. They are becoming increasingly more popular as consumers want fresh and seasonal produce but also want to know where their food comes from. They represent an alternative to conventional longer food chains where small farmers often have little bargaining power and the consumer cannot trace the food to a known producer or local area.
In this EIP Wales project, a group of farmers from the Cambrian Mountains Beef Group wanted to develop their skills to build on a short supply chain they had established with a catering butcher supplying high-end restaurants. Managing a short supply chain requires multiple skills including marketing, product processing and product development.
- The group developed a marketing strategy for their beef brand that involved understanding and adopting social media as well as more traditional communication methods
- Involvement of the next generation was essential to the long term security of the business. Younger members of the group took on roles such as managing social media accounts as well as developing butchery skills
- Understanding the consumer was essential to secure long term contracts
- The group developed their knowledge of legislation and regulations to ensure business compliance
Further details of the project can be seen in the full report which can be accessed below.