https://ec.europa.eu/eip/agriculture/en/find-connect/projects/bovine-beef-innovation-network-europe
The NGO Livimaa Lihaveis was established back in 2011, with the aim of obtaining a higher price for its members and marketing meat. Today, it is also a certified grassfed beef quality scheme producer group with 77 members. Over the years, Liivimaa Lihaveis has tried to sell and market meat with various Estonian and Latvian meat industries, but not all of them were successful, for various reasons. The main reason for failure, however, was the meat industry's lack of faith in the possibility of marketing quality beef. Livonian beef has a patented trademark and also a nationally recognised quality scheme label. In 2019, a cooperation agreement was signed with Linnamäe Meat Industry, to whom 50% of the brand was sold. The trademark is now shared and the cooperation agreement sets out the conditions under which it can be used. The meat industry can also buy animals from other Estonian and Latvian farmers, but on condition that the animals sold under the trademark are certified organic.
Description of Innovation
How do the meat industry and the producer organisation work together?One of the binding links is the quality scheme. Since the meat industry is also a partner in the quality plan, a system of checks and balances has been established.
On the one hand, the farmers are part of the quality scheme. They are guaranteed an annual inspection of the farms by an independent third pary consultant, who then also advises the farmers. After the annual inspection , the consultants hold a working meeting with the quality scheme manager, the NGO board, and point out problem farms or, conversely, good practices that one or other farm has implemented. On the basis of these good practices, information days or field days are organised for other beef cattle farmers, and farm visits are also organised with external lecturers.
There is ongoing cooperation between the NGO and the meat industry in various areas. On the one hand, the meat industry provides an overview of the animals it buys - for this purpose an online programme has been set up where all the data (slaughter results, carcass weights, ID, weights, owners) are sent to the agreed representative of the NGO. The meat industry is also checked by the local veterinary authority to ensure that the quality scheme label is being used correctly.
On the other hand, - the NGO applies for the various marketing subsidies available nationally or from the EU for producer groups. Together with the meat industry, various marketing events are organised, i.e. the meat industry contributes to marketing projects, as their sales increase as a result.
For example, in 2021 and 2022, the following marketing activities were carried out:
For example, in 2021 and 2022, the following marketing activities were carried out:
- Cookbook " Organic grassfed beef - beef specialities from top chefs of Estonia“
- Presentation of nationally recognised grass-fed cattle at Maamess Fair 2022.
- Radio advertisement for the nationally recognised grass-fed beef product
- Internal marketing of nationally recognised grass-fed cattle in 'Gurmaan' magazine 2022
- Presentation of nationally recognised grass-fed cattle at Malmö Fair 2021
- Promotion of grassfed beef at Urissaare Kantry Festifal 2021
- Promotion of grassfed beef at Grillfestifal 2021
- Grass-fed beef identification at the Haapsalu Tasty Promenade 2021
- Introduction of grass-fed beef on Open Farm Days 24-25 July 2021 and 2022
- Promotion of digital screens
- Making a video of the cutting (carcass cutting) http://media.voog.com/0000/0039/1935/files/loikamise%20video.mp4
Promotion of the nationally recognised grassfed beef quality scheme through TV commercials http://media.voog.com/0000/0039/1935/files/LIHAVEIS_30s_v2_29092021.mp4
- Design and printing of trade fair catalogues, presentation materials
As the NGO is active in applying for subsidies and as a joint team, marketing events are also carried out and farmers are very much involved in the activities.
However, the price that producers receive for their meat is the best market price at the moment, so there are no fixed prices for farms. What the meat industry in cooperation with the NGO provides is training for farmers. Farmers will also be organised visits to the factory, information days at the carcass cutting plant, etc. The information days will be organised by the farmers.
As the NGO and the meat industry are related brand owners, this form of cooperation works well. It is in the interest of both parties to develop the brand, not to damage it.
Impact on farm performance
Farmers are interested in cooperating with the NGO and the meat industry, and the cooperation over several years already inspires confidence. It is certainly possible to get a higher price from time to time, but the stability of the meat market and the knowledge that you will always get your money is also a great value. This is shown by the number of animals sold through the NGO, which has increased every year since 2019 - 2019 - 1438 animals; 2020 - 1701 animals and 2021 - 2140 animals. Importantly , in addition to a secure outlet, is the knowledge that the farmer's meat is sold under the brand name in all local retail chains. One of the marketing activities is also to organise training sessions for the purchasing managers of the retail chains, which will be carried out on the member farms.
Making a cutting video (carcass cutting) http://media.voog.com/0000/0039/1935/files/loikamise%20video.mp4
Promotion of the nationally recognised grassfed beef quality scheme through TV commercials http://media.voog.com/0000/0039/1935/files/LIHAVEIS_30s_v2_29092021.mp4
Photo: " Open Farm Days, Puutsa Farm"
Photo: Cookbook " Organic grassfed beef - beef specialities from top chefs of Estonia“
Further information
http://kvaliteedikava.liivimaalihaveis.ee/kvaliteedikava
https://www.lihapood.ee ( meat shop)