Not enough money is being spent on the marketing of red meat, said Lardus van Zyl, vice-chairperson of the Red Meat Producers’ Organisation (RPO), at the Limpopo RPO’s annual congress which was held at the Baltimore Farmer’s Hall on 24 April.
Currently R4,4 million has been set aside for marketing beef and R1 million for marketing sheep. Pork has an annual marketing budget of over R5 million. Van Zyl added that advertising campaigns cost more in SA than a country like England, because everything can be done in English there, while this country has 11 official languages. He said the advertising budget might look big, but one advertisement in a family magazine could cost up to R50 000, while a billboard in Potchefstroom costs R30 000. That is just the cost of advertising space – the advertisement still needs to be created and this will create additional costs.
Van Zyl also said the research budget is inadequate. There is funding available for two doctorate studies, while the total budget for research adds up to around R3,6 million. He said with the government’s veterinary services under increasing pressure, problems will have to be addressed by the industry. Big animal health issues that will have to be addressed include snotsiekte and Johne’s disease. “SA’s animal illness status is on a relatively high level.” One of the areas that needs to be looked at is the difference in price between the producer and consumer. “The RPO will have to communicate price tendencies with consumers.” On a more positive note, he added that meat production is the fastest-growing agricultural activity in the world. SA is an importer of meat and as people prefer fresh meat, cattle and sheep farmers should feel very privileged to farm with these products.
He said the positive momentum they have gained should be maintained. “The statutory model makes this possible.” The funds for the statutory rates are obtained by farmers paying R5 per head of cattle and 75c per sheep. Every SA butchery pays an annual fee of R300 and all major agents, like Vleissentraal, have to pay a certain percentage towards statutory rates. Furthermore 3c is paid for every kilogram of imported meat and 1c for each skin that is processed. – Susan Botes
