EXMOOR HORN SHEEP SOCIETY
DEVELOPMENT PROJECT
2006 – 2008
PROGRESS REPORT
YEAR III
EXECUTIVE SUMMARY
The stated objective in the SDF Project Application was:
“The overall mission of the project is to maintain/increase the number of Exmoor Horn sheep roaming their native habitat of Exmoor as well as help reverse the influx of non-native breeds on the moor”.
All the agreed objectives of the original proposals were delivered to time and budget.
In a period where sheep numbers have declined in the uplands as a result of changes to EU support mechanisms to farmers (move from headage payments to area payment schemes), the Exmoor Horn Sheep Breeders Society have been successful in recruiting 22 new members (+23.4%) and have increased breeding ewe numbers from 11,728 to 13,730 (17.1%). This is as a direct result of the promotional activities enabled by the funding provided by the Exmoor SDF.
Some under spend was achieved in the delivery of the project elements and with the approval of SDF managers this was deployed in some early development and promotion of an Exmoor Horn meat brand. In addition and in collaboration with Somerset Food Links, work is being carried out to investigate added value routes to market for Exmoor Horn producers. Early indications show that selling Exmoor Horn lamb and mutton through a Society box scheme is a viable option and there is also interest from local retail butchers and restaurants on and around Exmoor.
Developing the market for Exmoor Horn lamb and mutton will increased demand for this quality local food and is seen as a long-term driver in ensuring that the numbers of live animals are maintained and increased on Exmoor.
Members of the Society are actively seeking funding sources to enable them to effectively market Exmoor Horn lamb and mutton and ensure the current profile and momentum afforded by the Exmoor SDF funding is built upon and not lost.
INTRODUCTION
This report details the activities and actions carried out in the third and final year of the Exmoor Horn Project, funded under the Exmoor National Park Sustainable Development Fund.
Many of the project deliverables were scheduled to be, and were, completed in Year I. This report updates the Year III position on all the project areas and on the ongoing developments of meat marketing which was started, with the agreement of the previous Exmoor Sustainable Development Manager Phil Cookson and which the new SDF Manager Dan James also agreed that some of the under spend in some of the project areas could be redirected to this activity.
Full details of the ‘Project’ are set out in the initial submission by The Exmoor Horn Breeders’ with the first year’s activities, milestones and achievements detailed under the following delivery action plan headings:
Exmoor Horn Starter Pack
Promotional Materials
Display Equipment, Pen & Trailer
Web Site
Advertising
Educational Colouring Book
Attendance at Agricultural Shows
Ambassador Training
Sales Monitoring action plan
EXMOOR HORN PROMOTIONAL MATERIALS
As previously reported the starter pack and promotional literature was completed and delivered in Year I as detailed in last year’s update report.
The promotional material continues to prove invaluable in promoting the breed at the various shows and events attended by the Society and through distribution to Estate Agents, Farmers Merchant and Veterinary Practices etc.
In addition a point of sales meat leaflet has been produced. This has been used to start to raise awareness of Exmoor Horn lamb and mutton and will be provided by the Society to members selling their produce under the official Exmoor Horn Society brand. Members will use these when supplying produce through the Society Box Scheme or when supplying retail butchers or catering establishments
DISPLAY EQUIPMENT PEN & TRAILER
The display equipment and trailer use this season was curtailed due to the disease control regulations imposed by the Blue Tongue restrictions nationally. Presentations using the trailer and portable display stand were, however, made at:
Devon County, May
Bath & West, May
Tiverton Market, June
NSA at Malvern, July
Dunster, August
Cutcombe for Ewe and Ram sale, September
Tour of Britain Cycle Race at Exford, September
Cloggs Farm for school visit, October
(Exford and Okehampton Shows cancelled because of the weather)
WEBSITE
Society Secretary, Gina Raw, received further training and assistance from Hoops Associates to enable her to set up and maintain a “Lamb & Mutton” area on the website. This area contains information on Exmoor Horn meat products and details on how to order through the Society Box Scheme.
Gina has also activated the “Members Area” which, through the use of a user name and password, enables specific Society member information to be circulated and published on the website.
Address: www.exmoorhornbreeders.co.uk
ADVERTISING
Editorial Features
Exmoor Magazine (Major three page feature) –further coverage planed in Spring 2009
South West Farmer
Western Daily Press
West Somerset Free Press
North Devon Journal
Western Morning News (Two major features by Martin Hesp)
Radio Devon
NSA Sheep Farmer (full page colour spread)
Advertising
South West Farmer, x 7
Sheep Farmer (NSA), x 2
Exmoor Review (annual publication)
Exmoor - The Country Magazine, Spring and Autumn issues
Country Smallholding, x 2
British Farmer and Grower, x 2
Farmers Guardian (considered to be the main paper read by farmers), x 6
Smallholder, x 3
EDUCATIONAL COLOURING BOOK
The educational colouring book was finally completed and printed at the end of July 2007. A retail price of £3 per copy was agreed and early indications are that the book will sell well and start to provide some sustainable income for the Society.
The commissioned authors and illustrators Tortie Everlie and her husband have taken on a major part of the retail distribution on a commission basis. They are currently supplying the following retail outlets:
Rothwell & Dunworth , Dulverton
Moorland Mousie, Dulverton
Farmers Den, Simonsbath
Twitchen Farm, Challacombe
Parracombe PO
Challacombe PO
Barbrook PO
Willow Patterns, Lynton
Lynton TIC
Porlock TIC
Rare Books & Berry, Porlock
Under the Rainbow, Minehead
West Somerset Steam railway.
Big Sheep, Bideford.
To date, since late summer, over 663 copies of the colouring book have been sold, realising £1,810 of sustainable income for Society funds.
NEW MEMBERS
Prior to the Society’s promotional activities, 3 new members were recruited in 2005. Over the three years of the project 22 (23.4%) new members have joined the Society and registered breeding ewe numbers have increased from 11,728 to 13,730 (17.1%). This was the key stated objective of the SDF funded project and is particularly encouraging at a time when there has been a national downward trend in upland livestock numbers.
EXMOOR HORN LAMB AND MUTTON AWARENESS
Further developments have taken place in the promotion of Exmoor Horn lamb as a unique and distinct regional food brand of Exmoor.
Logos for Exmoor Horn lamb and Mutton were designed and a point of sale meat leaflet produced. These were launched at an event at the Culbone Stables Inn as part of the Exmoor Food Festival in October 2008.
The event was well attended by members of the public with over 200 people sampling Exmoor horn lamb served in a bread roll. In addition a press and VIP reception was held at which chef Richard Best of the acclaimed Castle Hotel, Taunton attended and lent his support to the launch. In a major full spread feature in the Western Morning News, Martin Hesp referred to the Exmoor Horn as the Rolls Royce of sheep and has since commented that it is the best lamb he has ever tasted.
For the first time members of the public were able to purchase branded pure Exmoor Horn lamb and Mutton directly from producer Society members.
Ian Rigby
Project Management & Marketing Consultant
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