Branding is meat must.

BRANDING and traceability are key factors for success in a very tough meat marketplace, according to the Meat and Livestock Commission.

MLC director general Gwyn Howells told delegates at the World Meat Congress meeting in Brazil, that developing brands for meat and meat products and setting up affordable traceability systems were imperative to the health of the industry.

Mr Howells was referring to brands like Kendal Rough Fell Lamb and Cumbrian Fellbred meat, which are produced by local farmers and sold through local butchers.

"In today's marketplace people need and want branded goods and rely on them in making up their minds on what to buy and how to live," said Mr Howells.