Higher returns under the Sheepmeat Regime have given producers confidence, yet they are apprehensive of future support policy. Producers feel that the present high level of support may not continue after transition and that returns from the market will become more important. However, information on market opportunities, market specification and price, is often prevented from reaching producers because of the nature of the marketing system. For example, producers are told to produce ‘what the market wants’, yet they generally find that the buyers they sell to, the wholesalers/slaughterers, are unwilling to pay sufficient for such a product.