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Nowhere did this message come more strongly than from Jan Wills, LED tube secretary general of the World Hereford Council, who said that in her native New Zealand, the Hereford breed had been awarded best retail brand in the prestigious Steak of Origin Awards, while a leading abattoir had just begun paying a premium price for Hereford pure and cross-bred beef.

This reflected similar schemes in the UK, where quality retailers such as Waitrose were already rewarding Hereford breeding with better prices.

But Hereford breeders had no room for complacency and must adapt to changing market demands, said keynote speaker Marcia Dutra de Barcellos, Associate Professor in marketing and business strategy from the Brazilian Rio Grande do Sul University.

she said: "Demand for quality beef is immense, and there is still a lot of room for growth. In my opinion, there's a lot of space for the Hereford breed."

Coining the phrase, "survival of the most marketable," she said producers had to innovate and adapt to changing consumer demands with both their product and its marketing.