THE price of beef is putting the futures of Anglesey’s beef farmers in jeopardy.

That was the stark warning from NFU Cymru at the Anglesey County Show this week as Welsh farmers face “rock bottom” farm gate prices, which fell by 64p per kilo between April 2013 and June 2014. while the retail price has risen by 43p.

The price means farmers with a 400kg animal will receive £250 less on every animal they produce.

Christine Jones, chairwoman of Anglesey NFU Cymru, said, “We have seen increased volumes of beef being imported, most notably from Ireland in 2014, we have concerns over how a number of our retailers and in particular how the wholesale and catering sector differentiate between Welsh, British and imported beef including beef from Ireland.

“We want to see Welsh product properly differentiated and actively promoted using the PGI quality mark to help consumers identify Welsh product.”

Stephen James, NFU Cymru president, said that evidence of inconsistent or misleading labelling should be exposed.

He added: “We need the support of the public – not just to back Welsh farming by buying local - but to also highlight, by taking selfies, examples of where retailers and food outlets are promoting and selling Welsh produce, or, are not supporting our farmers.

“At a time when farm gate prices are under severe pressure we can see no justification for the retail sector to be increasing their margin on every kilo of beef sold, the focus should be on stimulating consumption and promoting PGI Welsh beef at every opportunity.”