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A panel of five farmers with varying experience of retailing agreed that access to a local abattoir which could handle small numbers of different species and native breeds was essential for success.

Andy Gray, a farmer from Devon who has worked in the meat trade for many years, pointed to an improving regulatory picture for small producers.

Discount

"The Food Standards Agency has just announced it will maintain the discount on veterinary and inspection charges for small abattoirs," he said.

READ MORE: FSA recommends continuing support for small abattoirs

"The recent reassessment of the UK's BSE risk status means that beef carcases from animals over 30 months will now no longer need the spinal cord removing, resulting in a saving of around £45/head.

"There is also discussion which may result in smaller abattoirs which slaughter less than 5% of the national total of livestock not requiring full veterinary presence and associated charges. These changes are all good news."

READ MORE: ²ÝÁñÉçÇø' views sought to save small abattoirs from 'devastating' inspection charge increases

Links

Once a producer had found a suitable abattoir and butcher, forging good links with their customer base was vital for building sales.

"We listen carefully to our customers and try to understand what they are doing with our product. We can tailor our packaging accordingly and this can reduce costs for those who are retailing our meat compared to what we need to do for individual customers," said Jen Hunter, co-owner and farmer at Fernhill Farm Experience.

Pricing products appropriately is also important, advised Jo Cartwright of Swillington Organic Farm.

READ MORE: Royal Highland Show: Safeguarding small suckler cow herds a 'key priority' for farming's future success

"Do not underestimate the cost of what you are selling. Price in your time and do not price too low, as you can always lower your price but it is far more difficult to put it up."

Mr Gray agreed and suggested there is a ‘sweet spot' when direct selling: "Your sweet spot is where the business is profitable. Scale up from this and you will lose money until you reach another one. Know where your sweet spot is."

Groundswell top tips for direct selling

• Try different ideas – the best way to make a decision is through the process of elimination
• Start small
• Keep your costs low
• Create a close community around your food
• Make sure you have a market before you kill the animal
• Find your competitive advantage and exploit it

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