Crucially, it sends out a positive message to farmers that steps are being actively taken to capitalise on the opportunities that arise with the lifting of the beef export ban.
Initial analysis of the strategy points to it being sufficiently wide in scope and adequately funded to meet the needs of our red meat sectors.
No one should be under the illusion that re-gaining our lost markets in Europe will be an easy task. Regions such as Australasia and South America are all too aware of what Europe has to offer in terms of consumer spending power and are more than happy to invest in their own extensive marketing initiatives in order to get their own meat on to shelf space that used to be taken as the rightful home for beef and lamb produced here in Northern Ireland.
The commission is stressing that its new strategy has been developed in association with farmers, processors, local retailers, farming groups and all other relevant stakeholders.
Again this approach makes common sense. But, above all else, the 'vision document' contains concise objectives in tandem
with a clear plan of action.
At long last, the red meat sector has set itself quantifiable goals within a specific time frame.
In some ways this is a high risk strategy for the LMC. The organisation is there to be shot at if it doesn't come up with the goods.
But 'faint heart never won fair lady'and, on that basis, the commission must be congratulated on the proactive marketing approach its staff are now taking.
But that's by no means the end of the story. There is also an obligation on producers and processors to play their part. Farmers must produce the quality of cattle and lamb required by the marketplace while processers must respond in
kind to whatever new business opportunities come their way.
There is also an onus on the entire red meat sector to fully support the activities of the LMC during the period ahead. In the past some people have queried the size of the commission's levy on cattle and sheep. With the lifting
of the beef export ban the shackles have been lifted and the organisation is free to carry out the job it was set up to do. The next few months will allow farmers to see exactly what they are getting for their money. And if the commission
does come up with the good let's hope that those who were quick to offer criticism in the past are among the first to praise it for a job well done.