Tim summarised trends of the last season (2013). After some increased demand in the spring, growth in demand has been slow and did not match supply. There has been a small premium over conventional for most of the year for beef. High feed costs put pressure on costs of production but consumers are not willing to buy organic meat at very high prices. There also was reduced shelf space in some multiple retailers as well as competition putting pressure on prices, from New Zealand lamb and Irish beef. There has not been much innovation regarding packaging and cuts in both markets.