EBLEX Does An Italian Job
06/07/05

HOPES of a vibrant export market for British beef when present controls are lifted have been given a boost this week by the results of a survey.

Research carried out among more than 1,000 Italian consumers by the English Beef and Lamb Executive (EBLEX) show a burgeoning confidence in British beef following the BSE scare of the 1990s.

The survey showed almost 70 per cent of Italian consumers saying they trust beef compared with only 48 per cent in 1999.

At the same time mistrust of British beef has fallen from 32.5 per cent in 1999 to just 19 per cent now.

Jean-Pierre Garnier, EBLEX Meat Export Manager, said: "Italy is the most important market for quality beef in Europe.

"It is most heartening to see how trust in beef has improved in the past six years. This research will help us formulate an effective marketing plan for Italy when we are again able to export beef on the bone."