The case is updated.
Nortura, which owns brands Gilde and Prior, currently controls meat market in Norway through a regulatory scheme. Meanwhile, the same meat giant the largest in the market it controls itself.
After years of criticism, admits meat giant now that this might not be the best way to regulate the industry on.
Nortura has agreed with the private players to give up something of this power – the government agrees.
if Nortura and Meat and poultry industry’s National Association (KLF) gets its way with agriculture Minister Jon Georg Dale (FRP) it may mean that consumers will get more fresh Norwegian steaks in stores and lamb of a smaller size than what we have seen in recent years.
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Will changing regulatory scheme
– Many consumers think we has large leg of lamb. With the new scheme will make it easier for players to slaughter lambs and pigs before maximum weight, and thus we can consumers get smaller pieces of what we want, says Chairman Sveinung Svebestad Nortura.
The reason is that the former agriculture Minister Sylvi Listhaug appointed a committee to look at market regulation scheme in agriculture. Today, both eggs, meat, milk and cereals subject to market regulation.
Nortura has been responsible for eggs and meat, which has led to loud discussions about “goat and geese,” despite Nortura arguments watertight bulkheads between those working with market regulation and the rest of the organization.
– Others have probably not had the confidence that we have assessed the situation correctly every time, because they have not known what decision-making process has been admits Svebestad.
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Better adapted consumers?
Therefore Nortura sat down with its toughest competitor, KLF, and talked about the challenges. This has led to an agreement on how the two participants believe market regulation should look like in Norway today.
– This is a contribution to ensure that the entire industry can access the same information simultaneously. It will give confidence and consequently increased competition opportunities, says Gausen.
If the proposal goes through, looking Nortura and KLF understands that there will be more fresh Norwegian steaks in store drives forward. Today the regulation scheme so that it regulates only whole carcasses of cows.
Frozen or fresh beef?
Thus the whole beast freeze – while imported beef from South America to meet the demand for beef. The proposed scheme will provide an opportunity to carve out steak before the carcass is placed on the freezer, and we will get more fresh beef in stores.
– The steak is a seasonal item and it is hoped that the pieces can now be cut out before the rest of animal freeze. Then we will have first class care. It does not more steak but the steak to come will be fresh and not a second-hand goods as frozen beef is, explains Gausen.
He added that the arrangement provides flexibility to cope several market fluctuations than they can today.
This is a scheme that is already being done in terms of swine. It means we get fresh rib for Christmas when it’s season, while the rest of the pig frozen. The same we do with chops to the summer barbecue season.
Less lamb and less fat
– The example of the ribs show that this works. Now we want to make such things possible in several markets, says Gausen.
If the two players get what they want, it could also mean that it is easier to regulate the size of the animals should be. This particularly applies to lamb, where farmers increasingly have delivered larger lambs, while consumers demand small.
– We also see that we are producing too much fat in both pork and lamb. It will also be easier to do something, believe Gausen, which now must convince the Minister of Agriculture and politicians that this is the right way to go.
The goal has been to meet the challenges from politicians, ensuring that farmers have stable relations of production, but also meet consumers in their changing demands of the food that eventually will stand at the dinner table.
the two suggest Nortura still a market, but the creation of a council in which discussions and decisions are taken in forefront of implementation Nortura. This council will consist of three representatives from each camp, with the opening of an independent observer.
– This is our proposal. So it is up to the government to take this into farming message, which then must be approved by the majority in Parliament, says Svebestad, and is supported by Chairman Brett Gausen in KLF.
Independent Information Bureau
another point the two actors have agreed to propose, is to detach Opplysningskontoret for eggs and meat, most commonly known as matprat.no, from Nortura. The Agency shall be independent and funded by farmers, but is managed by Nortura.
– The desire is that we can now build up a proper academic environment all have confidence, says Gausen.
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