This project will work with beef farmers and the wider beef farming community in an area known as the Ruby Country (RC). The Ruby Country is the name given to the rural inland area of north-west Devon, UK (see map below). It straddles the West Devon and Torridge District local authority areas, covers 45 parishes, and is typified by small, dispersed farming communities.
Centred on the small market towns of Holsworthy and Hatherleigh, RC encompasses Local Super Output Areas which are amongst the 30-40% most deprived neighbourhoods, according to UK Indices of Multiple Deprivation. The high reliance on the beef and grassland livestock sector, low population density and limited alternative industries mean that this area remains disproportionately vulnerable to changes within the sector.
The name Ruby Country reflects the importance and prevalence of agriculture in the area, particular dairy and meat production, and is derived from county’s Ruby Red Cattle.