Pasture Beef making business work for nature

Transcription

1 Pasture Beef making business work for nature Anna Jamieson National Coordinator WWF Pasture Beef WWF Sweden Click to edit Master subtitle style

2 Boreal Mosaic 7 % ag.land 84% arable 6% grazing So where in the world are we?

3 Semi natural pastures conservation and agriculture working as one

4 Semi natural pastures Naturbetesmarker Created by man and beast together over thousands of years Exceptionally rich in biodiversity and cultural values Can produce climate friendly meat and biomass simultaneously Extremely rare with today's agricultural practices

5 The importance of grasslands Cover more than 25 % of the planet Make up 70 % of the agriculture acreage The largest carbon sink in the world Holds an immeasurable source of biodiversity Has the potential to help feed the world in a sustainable way Makes me happy!

6 25 % of vascular plants 60 % of the butterflies Powerful carbon sink Recreational value But - only 5 % remains and disappearing fast

7 The need for grazing Nu m be r of pl an t sp eci es / m 2 Degree of disturbance

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9 The Baltic Sea is dying

10 Grasslands can help save the Baltic Sea from eutrophication... A large portion of the N and P is run off from intensively cultivated crop land Permanent grasslands and maintained wetlands can act as nutrient traps

11 ...by changing the way we produce animal feed and meat 80 % of the crop land in Sweden is used for production of animal feed Only a small proportion of the young stock are reared on grass A change from indoor, grain fed rearing systems to grass based, semi natural pasture system will lessen the loads

12 Local and nationwide High quality product Quality assured 15 years of Swedish Pasture Beef experience

13 Beef farmers Fencing grants Land tenure Political game rules Pride and Attention

14 Created by man and beast together over thousands of years Exceptionally rich in biodiversity and cultural values Can produce climate friendly meat and biomass simultaneously Extremely rare with today's agricultural practices

15 A unique product Taste Environment Health Production criteria in a Quality assurance scheme Price

16 The need for quality assurance? Plus side WWF credibility - environmental and climate aspects B2B credibility many copycats Important for public procurators Criterias double as production manual Minus side Cumbersome and costly for the whole chain Added value per se questionable Market driven versus producer driven?

17 Food chain Abattoirs Meat cutters/packers Retailers Wholesalers Public procurers

18 The importance of added value 15-20% added value to the carcass produces as much return to the farmer/ha grazing land as the EU environmental support for the same amount of land The combination is a very powerful market driven conservation mechanism!

19 Ambassadors Foodie Journalists Top Chefs Farmers Opinion makers

20 The meat delivery chain is long and full of wolves and pitfalls!

21 The cooperation process involves a lot of facilitating

22 and it did sometimes feel like this! Unwilling meat processors Uninterested farmers Unknowledgeable consumers Nonsupporting retailers WWF-Canon / Martin Harvey

23 So how are we doing? ha SNP restored (> 10 % total acreage SNP) Pasture Beef on the shelves of ICA largest retailer in Sweden Pasture Beef is favoured by top chefs in Sweden Environmentally conscious consumers know what pasture beef is and stands for Quality assurance scheme in place gives increased access to public procurement Market access is still difficult the meat industry is slow to pick up Copy cat products without QA Production volume needs to increase to get out of the niche and in to the mainstream Retailers need to put monetary value on corporate responsibility EU rules creates uncertainty for farmers

24 Measures of success and sustainability Increased acreage of managed semi natural pastures Volume of certified Pasture Beef produced and sold A healthier Baltic Sea

25 One of our happy environmental workers thank you for your attention!