Farmers switch to direct approach

A lamb surplus is looming because of the export ban

A group of farmers on the edge of Edinburgh has joined forces in an effort to sell more.

Nine farmers in the Pentland Hills, which mark the capital's southern fringe, are taking their lamb and beef directly to the customer.

The producers, who are using the Pentland Hills for their brand name, have won the backing of local authorities in the area.

With the European export ban on Scottish meat remaining in place there is a lamb surplus and the authorities are looking at ways of dealing with it.

Foot-and-mouth has hit farmers hard

Direct marketing is being seen to have a good long-term future and is in line with Scottish Executive advice to shorten the supply chain.

The executive also supports direct marketing schemes, where the middleman is cut out, because they allow farmers to get to know their customers and meet their demands.

Customers will be able to buy lamb, beef and mutton direct from the farmers taking part in the scheme which has the backing of the Pentland Hills Regional Park.

To give added assurance to customers, the group has adopted the Quality Meat Scotland standard on animal welfare, health and traceability.

'Fun back in farming'

Both traditional and organic varieties of lamb, beef and mutton will carry a special logo, and there are plans for more products to follow throughout the season.

Edinburgh councillor Jack O'Donnell, chair of the Pentland Hills Joint Committee, said: "This is a great example of how the regional park works in partnership with others.

"Given the country's recent experience of foot-and-mouth disease, I'm certain that locally produced beef and lamb will find many takers.

Scenes like this have undermined consumer confidence

"The Pentland Hills offer a variety of recreational facilities, and the fact that farmers are now providing customers with high quality produce direct from their premises enhances the overall diversity the hills can offer.

"After all, the same piece of land has to perform more than one function.

"We want the Pentland Hills to offer the best quality products, in all respects, and I believe we are well on the way to achieving that."

Local farmer Donald Dunbar said: "This not only puts the fun back into farming, but it provides a market channel on which produce can focus in the search for a sustainable future in livestock."