EBLEX Thumbs Up For Marketing In Levy Board Review
11/11/05

Beefy and Lamby

Rosemary Radcliffe was congratulated for the quality of her report, published today, making recommendations on the future of the five British levy-funded Non-Departmental Public Bodies (NDPBs) by English Beef and Lamb Executive (EBLEX) Chairman John Cross.

The thrust of the recommendations in the report are for a single overarching NDPB to be created, under which would sit companies limited by guarantee (non profit making) representing each of the main agricultural sectors, and an additional service company which would provide common services such as IT, Finance, Human Resources, consumer insight analysis and technical R&D support.

John Cross said" We are pleased the report comes down in favour of marketing promotion activities such as export promotion, promotion of new products and promotion of particular product attributes such as quality features.

"This is an endorsement of our 'Beefy and Lamby' advertising campaign which promotes the Quality Standard Mark to differentiate quality beef and lamb from the price driven commodity market.

"The report also totally supports our other work to improve farm efficiency and sustainable supply chains.

"This strategy is vital to get more margin for our English beef and lamb levy payers.

"If adopted, the recommendations will mean significant changes for us all. However, in the midst of change we must maintain the momentum of our current activities on behalf of levy payers."