In the hours after the confirmed case was announced we, along with other key industry stakeholders, set out to prevent sensationalism and ensure that journalists were well informed.

It was always going to be interesting as to how a high-profile, and often misunderstood issue, is interpreted and covered by the media. It is difficult to avoid sensationalised headlines with a case of BSE. Many, unsurprisingly, chose to draw readers, viewers and listeners in using the ‘mad cow disease’ line. Thankfully though, once you got into the story, it seemed many were well-balanced and fully informed.

Reaction to BSE

What this issue did give us as an industry was coverage by media outlets which don’t normally take an interest in agriculture. This isn’t necessarily a good thing, as they know little about the subject matter. Throughout the 24 to 48 hours post-announcement, NFU Scotland fielded 43 media inquiries from radio, television and newspapers across Europe. It was important for us to field as many of these as possible – all but three were satisfied – and to relay to consumers and the wider industry that this was an isolated case, there was no risk to human health and that the surveillance procedures previously put in place by the Scottish Government had worked. Thankfully, it seems many journalists took heed of our messages.

The Scottish Government’s surveillance programme worked, as did its strategy for notifying stakeholders of such a case. The industry worked jointly to relay the messages and squash any rumours where possible. Thankfully, as a Union we rarely have to deal with cases like this. The farmer involved was fully supported by us throughout the process and his decision to speak out certainly helped to shorten the media cycles and ensure no media outlet got ‘an exclusive’, as many were setting out to do. A brave decision by the farmer that I’m sure wouldn’t have been made lightly.

On the whole, despite some of the sensationalised headlines and front pages, we felt that the key messages were there, and the information was relayed to the consumers. But it is all about perception. There is no getting away from ‘mad cow disease’ and many people may only have picked up on the headlines.

Drop in Muller milk price

NFUS has expressed disappointment at the 1p/litre milk price cut announced by Muller for December milk, as dairy farming members head into what is likely to be an expensive winter to feed cows. Muller justified the cut on the back of softening markets for butter and cream. NFUS has been frustrated by recent attempts to contact and meet with Muller officials, to which there has been no response.

Be aware of scammers

Several members have reported phone calls from people claiming to be the ‘farming union’ and asking members for their details. This is not a representative from NFU Scotland. Please do not give your details if this happens to you. NFU Scotland staff will only ask for details over the phone if the member has phoned them first.

Presence of BTV in Europe

Farmers are being urged to be cautious if importing livestock from the continent as Bluetongue (BTV) has been circulating around France, Switzerland, Cyprus, Portugal and Italy. Keepers are asked to think twice before importing animals from the infected regions, consider alternative sources wherever possible, especially in the case of pregnant animals.

Ongoing Union roadshows

Members are being reminded that NFU Scotland’s Future Agricultural Policy Roadshows have began this week and will be continuing throughout the month of November. Next week officeholders and staff will be in Perth, Ayrshire, Orkney and Shetland, providing an update on NFU Scotland’s campaign Steps to Change – A New Agricultural Policy for Scotland, undertaken during 2018, and to seek members’ thoughts.