What is important to farmers when supplying meat companies?

Few studies have looked at what is important to farmers when supplying meat companies. Research has looked at the farmer’s decision making process and what processors are doing to attract farmers but not the link between them. In this paper issues that are important to farmers relating to this link are discussed. Ladder interviews were conducted with ten Central North Island farmers and the results collated. Based on the interviews a common set of issues were raised amongst the farmers that were important to them. Good relationship and communication between farmer and processor were the most important issues for the farmers interviewed. These issues were considered by the farmers to be most important when obtaining priority kill space for their animals at the peak of the season. Farmers realised they did not have control over the price they received from the processor and wanted to be paid a price that reflected approximately what other companies were paying at the time. They also wanted to receive a bonus for being loyal and supplying quality stock to specification. Security of payment was also something that farmers worried about but had no control over so they mostly chose to supply a company that they felt they could trust and had integrity. In addition given the choice farmers would prefer same day kill and supplying the works that were closest to them. Farmers wanted reward for commitment and to feel like they were an important part of the value chain that incorporates processors and farmers working together to supply quality products to the market.