After a lengthy process of challenges and events, the ten USA World Hereford Conference applicants have now been shortlisted down to five.

The process started back in May where all ten members went to Jimmy and Fiona Hodges of the Fellowhill herd and completed tasks that were set. Working together in teams they were asked to create a video for social media purposes to help the viewer better understand genetics and breeding of a cow. Not only did they attack the task with confidence, but they also had fun in the process. Another request was that they teach and assist the other members and attendees present on showing an animal, to explain knot safety and to demonstrate the basic handling skills required to present an animal in the showring.

August saw them attend an organised morning at the Sawley plant of Dunbia. This was an insightful introduction to meat quality and grading. It was sensory overload for the young breeders as they experienced many sights and sounds that not everyone gets the privilege of experiencing. The afternoons proceedings saw them enter the boardroom of the task, aptly named The Apprentice meets Dragons Den. More team work prevailed, and challenges asked that nobody foresaw. It was a long day, with everyone giving their all, and that included the judges.

The final encounter was an interview over zoom. This enabled the judges to really talk in length to the individuals and establish their experiences, knowledge and ambitions for the future.

Fortunately for everyone involved there have been times of socialising and fun too. Bonding over the Hereford breed that connects them, sharing stories and facing the odd banter, contributes to the camaraderie of the time they have spent together. Unfortunately, however, only five could be selected and we are excited to announce that Will Awan, Iona Smith, Ethan Brook and Cara Doggett will be representing the UK and the Hereford Cattle Society. Emma Dexter, the fifth member of the team will be the ambassador and will play a vital role in promoting our society, values and the UK.

We would like to congratulate all ten for putting themselves forward and to the five who were successful.

Friday 23^rd August saw the USA applicants complete their next phase in the competition. Organised by Matthew Rollason, agricultural account manager at Dunbia and UKHY member, they were treated to a tour of the Dunbia plant based at Sawley. Spoiled from the beginning, everyone gratefully received bacon rolls and endless cups of coffee and tea. This was a great chance for members to reconnect and meet the team.

Following a business overview and safety talk, meat inspector expert Steve Powdrill from Marketing Best Practice addressed the room and gave a comprehensive briefing on meat quality, the EUROP scale and the importance of understanding their roles within the industry, describing them as food producers. This generated a good discussion around the table which then led to an inspection of three pre-selected cattle in the lairage.

Assessing cattle visually was one of the first challenges of the day and the team were asked to attempt weights and potential meat scoring of the cattle. A good mixture of cattle was presented with a Hereford X, Angus X and a Simmental X further debating prospective grading. After a quick change of clothes, the members were separated into manageable groups, and we entered the factory floor. Matthew aimed to cover a lot of ground in a short space of time, demonstrating how life transitions to death, with every aspect utilised.

Visits to the slaughter hall, boning hall, maturation room, and chillers proved to be highly educational, providing everyone with a deeper understanding of the entire process. This would bode them well for the afternoon task. A quick lunch break, and a short drive back to their hotel saw them waiting in anticipation for what may lie ahead.

A visit from Alan Sugar*, Baroness Brady*, Tim Campbell* and Claude Littner* made the applicants nervous as their brief was delivered in the board room.

‘How do we attract Gen Zs into the beef category and how do we advertise to them?’

To fulfil the brief, they separated into two teams and created a questionnaire which was then used on the public in the town of Clitheroe. Pushing most of them out of their comfort zone off they went, chaperoned by the judges, and started to talk to people, visiting shops and butchers. On their return to base, they had roughly 45 minutes to design a logo for a steak and pitch to the judges. They were judged on teamwork, creativity, communication, presentation skills and resourcefulness. After a long day, all applicants finished off by reviewing their findings and critiquing their opponents.

A kind invitation from Richard Jackson farm manager at Bradley Hall Farm, and wife Emma took them on a second day of cattle assessments and business understanding. Richard manages 350 acres across two farms, with 340 animals in total. 250 of the animals were run commercially with Lincoln Reds as the prominent breed. The remaining animals were Water Buffalo. Although not officially having organic status, the farm is managed with minimum inputs, resulting in native cattle utilising the ground and turning grass into meat. Richard has a target of putting 120 animals per year on average through the onsite butchery to supply the on-farm shop, this also includes the water buffalo, which prove to be a very popular product.

The carcases are hung for at least 21 days and allow a good time for maturing. Having the opportunity to visit their chiller room further enhanced their knowledge and sparked great discussions on comparison from the previous day. Topped off by an enjoyable tractor ride to look at cattle, grass quality and talk about the beef industry in general. To finish the day off, everyone enjoyed a buffalo burger and goodies, kindly provided by Emma Jackson.

UK Hereford Youth would like to thank everyone who had an input in allowing us to achieve a challenge like this. A special mention must go to all the team at Dunbia and for their sponsorship, Ellie Layton from Farmers Guardian for coming along as a guest judge and Richard and Emma for providing an enjoyable visit and treats.

Judges – *Alan Sugar – Allen Massey, *Baroness Brady – Ellie Layton, * Tim Campbell – Matthew Rollason and *Claude Littner – Paul Westaway

Weather conditions did not put young members, parents or council members off attending the commercial day at Richard and Joanna Mann’s Ufton Hill Farm in Warwickshire.

The day kicked off with members viewing a bunch of cows and calves while discussing management and calf selection.

Members gained a great insight into the commercial system

A group of home grown pedigree Hereford heifers were then seen, some of which will be retained for breeding replacements and others were destined for the food chain. Richard explained his decisions were dependant on many factors including conformation, breeding lines and EBVs.

Alongside the 50 strong herd is a commercial enterprise of 800 cattle, purchased from Meadow Quality or sometimes local markets. A comprehensive list of their feeding regime, sire selection and calf weights provided by Richard sparked a constructive conversation on buying in calves, what to look for and the difference between a profit and loss. Vital information and knowledge was shared among members which provided food for thought.

Members were shown around the feed store and looked at ingredients which go into the ration. It certainly made some people think about proteins and feeding structures.

A lovely lunch provided a great opportunity for members and council members to integrate and discuss the day so far. The afternoon’s proceedings involved guest speaker and trainer Phil Parrot, who runs a successful butchers shop in Aylesbury. Clive Davies was also in attendance and the two worked together demonstrating cattle assessment. Phil explained what he looks for in a butchers’ animal and sparked a debate on carcase size and evaluation. Clive touched on the EUROP grid and explained the meaning behind it.

Two sets of four cattle were then presented for judging which posed an interesting array of concentrated faces. Many members have participated in stock judging classes but not ones in which they were assessing fat and store cattle for slaughter. Phil and Clive demonstrated different cuts of meat and gave their reasoning behind their own placings. The afternoon proved to be a success and each member took away something new from the exercise.

An impressive set up of buildings and management left an impression on all who attended that day. The opportunity is not often given to visit such a commercially run enterprise and UK Hereford Youth thanks Richard and Joanna Mann for their hospitality and insight into their farming business.

Clockwise from top left: Ryan Coates, James Ludgate, Matthew Rollason and Sophie Harvey

After months of hot competition, the team representing UK Hereford Youth at the World Hereford Conference in New Zealand 2020, and receiving a travel bursary from the Hereford Cattle Society, has been announced.

The competition to represent the country on the world stage concluded with a day at Robert Wilson’s Fluffy Moos venue in Kelso, where applicants undertook a series of team building activities before clipping and dressing an animal, followed by an interview. Leading the team to the other side of the world will be 28 year old Ryan Coates from Newton Harcourt, Leicestershire. Having been involved in the Hereford breed for 15 years, Ryan is a familiar face, and these days is often seen on the steering end of Newtoncroft cattle in the show ring. As the current vice chairman of the Midlands and East Anglia Herford Breeders’ Association and vice county chairman of Leicestershire and Rutland Young Farmers Clubs, Ryan already has a wealth of experience in team leadership. The judges are confident he will ably manage the group in the run up to, and while at the Conference.

Joining Ryan will be Sophie Harvey, 24, from Balfron, Glasgow who has led the Harveybros herd to produce and show its most successful animal to date in the form of heifer Harveybros 1 Crocus Rose. Sophie is a well-practiced show lady and currently holds some 43 young handlers titles to her name. Having previously studied at Scotland’s SRUC, She is a practical girl, with an impressive back-record of freelance work in the pedigree world across a number of breeds as well as commercial stock. Sophie is also a former judge of the Autumn Calf Show at Agri Expo, Carlisle.

James Ludgate will also be travelling as part of the team. At 27 years old, James has been the face of the Rempstone herd based near Thame, Oxfordshire in recent times. Working in the family’s meat wholesale business, James brings a good understanding of the consumer market and carcase quality to the team. He has also a good deal of judging experience having judged the Danish National Show, the Royal Berkshire and the Northern Irish Calf Show, and this year has been tasked with the job of sorting the line-ups at the Hereford autumn show and sale.

The North of England Hereford Breeders’ Association’s junior representative, Matthew Rollason, has also been successful in gaining a position on the team. Aged 23 and from Bury, Lancashire, Matthew works as a graduate manager for Dunbia and is keen to further his knowledge of the New Zealand supply chain and further his existing network of contacts while at the Conference.

Tim Livesey, chairman of the UKHY working group, said: “It has been nothing but encouraging to see such a high calibre of candidates putting themselves forward for this opportunity. The judges truly had a hard job on their hands in what was a very close competition.

“I must extend my congratulations to the successful candidates and thank all the applicants for their time and commitment to this process. I wish the four team members the best of luck in New Zealand.”

The Hereford Cattle Society thanks all those who have hosted, trained, judged and assisted at UK Hereford Youth events throughout this selection process.

L-R: Finlay Soutter, Des Kelly, Isla Soutter and Ellis Parry

The team of Finlay Soutter, Isla Soutter and Ellis Parry won the overall national stockjudging competition at the Royal Three Counties Show, representing UK Hereford Youth.

They beat 15 other teams from around the country of all ages and so the future bodes well for these three young members.

Having travelled from County Tyrone in Northern Ireland that morning, Des Kelly attended the show as master judge to which the Society are very grateful.

In the individual categories, Finaly Soutter, Ashby-de-la-Zouch, Leicestershire took home the cup for the best under 26, while Dave Makin of Adzor Herefords, Wellington, Herefordshire won the trophy for the highest individual score.

Congratulations to all competitors and many thanks to exhibitors who provided stock for the competition under difficult climatic conditions.