The sheep industry is in the doldrums. Breeding female sales have struggled, averages little more then they were 20 years ago. Fat price is again being lowered, and confidence in the future is arguably at an all time low. Yet the press is full of the record prices paid by a select few ram breeders. This lunacy is preventing the public learning that commercially the industry is having to deal with input costs that have more than doubled in the last decade, while sale prices are static at best. Surely we need to stop marketing sheep meat as a premium product, and recognise that it is a staple food for many cultures within the UK?