Brazil, the Netherlands and Vietnam, has found that more than two-thirds of those surveyed intend to maintain, or even increase, their consumption of animal protein in the next year. As with FEFAC’s anniversary themes, product sustainability also


earned a mention with 93% of respondents saying they care about our industry’s ability to feed the world sustainably and 84% saying that sustainability issues definitely impact what they buy. As for their attitude toward animal protein in general, 80% of survey


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participants said they believed it can be part of an environmentally responsible regimen while 93% (again) said it can play an important role in a healthy diet.


Scots and red meat consumption Turning to the results of another consumer survey, this time based in Scotland, a team commissioned by Quality Meat Scotland (QMS) found that while 92% of those questioned currently eat red meat, 49% are trying to eat less of it. The reasons given by respondents for wishing to reduce meat


consumption were animal welfare and the environmental impact of farming, both of which QMS commented are ‘unsubstantiated when it comes to Scotland’s farming practices’. “From the research results, we can see that people really care


about safeguarding the industry, and we want to give them the facts as to why it’s right for them to do so,” said QMS chief executive, Alan Clarke, adding that Scotch Beef meets stringent quality, sustainability and welfare standards. “As a result, consumers can be secure in the knowledge that


consuming red meat from Scottish farms will not have a negative impact on the environment or animal welfare.” Whether farming or producing feed for farmers, both surveys


illustrate the importance of knowing what the final customer is thinking, especially when false information is used to influence buying decisions.


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African swine fever Although we continue to be focused on Brexit, or to be more precise ‘waiting for Brexit’ (with due apologies to Samuel Beckett), there are other things happening in the wider world and some are already having a dramatic impact on farm and feed production businesses right now. In making that comment, I’m thinking chiefly of how African swine


fever (ASF) is currently affecting pork production in China, setting off a series of farm trade ripples which are starting to be felt far and wide. Current estimates suggest that ASF will create an 8.2 million tonne


gap in protein supplies in China this year alone, boosting the country’s demand for imported pork, which is expected to at least fill half the projected gap. In addition, the lack of sufficient home-grown pork to satisfy demand is raising Chinese requirements for imported beef and sheepmeat, with inevitable global trade implications. This is also not a ‘quick-fix’ issue. Even when ASF is brought under


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control in China, and affected neighbouring countries, the likelihood is that correcting the country’s protein shortage will take the best part of three years. That’s a recovery timescale which is going to affect producers, feed suppliers and prices around the world. It’s what happens when the world’s largest consumer market


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