Supermarkets have been given a ultimatum on beef prices.

The National Beef Association have warned that major supermarkets can either save or break the British beef industry this autumn.  They claim that beef buyers at Tesco, Asda, Sainsbury and Morrisons are so intent at outdoing one another tor bring in 'more bargain seeking customers' that they are blind to the potential catastrophe about to  envelop the beef industry.

NBA chairman, Oisin Murion, is quoted as saying "Single minded career men and women are playing price games with beef displayed on supermarket shelves and ruining the British beef industry as a result which is not a clever thing at all."  He suggests that the only answer is to increase the retail price of beef. 

Mr Murion said that "Last autumn this stock made almost enough money to cover production costs and cattle breeders were encouraged to maintain cow herd numbers in the hope that this year's prices would improve further.  This has not happened.  The supermarkets have been so keen to sell more beef as cheap mince, at bargain basement prices and the bottom has fallen out of the finished cattle market."

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