WITH demand for Hereford cattle the best for almost 20 years, the signs for the society's autumn breed sale in Hereford at the end of the month looks very promising.

In the past year over a hundred new pedigree herds have been registered with the society, resulting in a shortage of breeding females and this is reflected by an entry of only seven for the forthcoming sale on Friday, October 31.

However, an entry of more than 70 bulls will no doubt offer a wide choice to pedigree breeders wishing to secure some of the top breeding lines, which includes the progeny of three past Royal Show champions, the Sainsbury's super bull champion from the South of England Show, the reserve supreme champion from the same show and two Scottish National Hereford Show champions.

There is no doubt that much of the increased demand for the breed is the result of the successful branded Hereford beef scheme through the processors, Dovecote Park Limited of Pontefract, whose support for the breed has seen throughput increasing year on year by around 33 per cent.

This has resulted in some 60 Waitrose stores currently stocking branded Hereford beef on their shelves with new stores coming on line as the production of Hereford sired cattle increases.

There is also little doubt the increased popularity of the breed is its ability to produce quality beef economically on low cost, easy management systems with the emphasis on grass.

These qualities are becoming more important as the industry faces up to the forthcoming CAP reforms, especially the decoupling of farm subsidies which will bring pressure upon producers to move towards easier and more economical systems to suit to the lock-maintenance Hereford as a suckler and beef-producing sire.

Producers seeking information should contact the society's offices in Hereford, call 01432 272057.