SOUTH West cattle farmers are to be urged to sign up to a five-point plan which aims to put Devon breeds on a par with such premium brands as Aberdeen Angus. The plan sets out its intentions to fight for higher beef prices, improve marketing, lobby government on protecting payments per hectare for suckler herds and the touchy issue of TB pre-movement testing. But farmers will also be asked to play their part to improve the health of herds and reduce their production costs. Bill Harper, chairman of the National Beef Association SW, said: 'We are going to tell farmers they must get a healthier herd. Herd health is a key factor to productivity. Included in health is the issue of TB. 'TB is critical to our cattle coming off moorland areas to go to finishing farms. 'We're trying to get profitability up. We need to keep cattle coming forward to keep the abattoirs busy. I am very aware of the fragile nature of the processing industry.' In comparison with the NBA spot price for beef at £2.50, he said that south west farmers are currently getting around £2.08 per kilo. During the summer it fell as low as £1.82. 'We've been a poor relation for many years and we need to get better prices so we can maintain our suckler herds, which is the flagship of the industry.' Detailed work has been done on production costs and the NBA is working with processors, supermarkets and the food service sector to secure more realistic pricing. There is also a big push to boost, exports and a delegation of French supermarket buyers were present at the show to view the product for themselves. Mr Harper said that the industry needs to take advantage of the growing appetite for regional and local food, to establish the Devon breeds as a brand, highlighting the superior flavour and natural health benefits of grass fed beef.