23/01/06
NEW opportunities for beef presented by the end of a ban on
animals aged over 30 months are to be met with a £5.5 million
campaign from the English Beef and Lamb Executive.
Funded by Defra the three-year campaign, to have a March launch, will concentrate
funding in four areas:
Head of Marketing for eblex, Andrew Garvey, said: “With the ending
of OTM we have the opportunity to further increase awareness of the Quality
Standard Mark - the industry's brand - sell Quality Standard
beef mince on to the market and let people make positive choices about what
they buy.
“The ending of the export ban will also offer a big boost to our export
opportunities to countries which love more mature beef cuts.”