PROBABLY the biggest promotion of meat marketing for England starts on March 1 with a huge advertising campaign.
It will tell housewives they can buy English meat with a label stating where the animal was born, reared and slaughtered and clearly differentiating it from imports.
The details of the English promotion were outlined by John Cross, chairman of the English Beef and Lamb Executive (EBLEX) when he spoke to members of the Herefordshire branch of the NFU on Wednesday last.
Already, 750 establishments from slaughterhouses to butchers' shops have applied to use the marketing label which will be seen on the shelves of supermarkets and other stores right from the launch date.
David Morgan of Peterchurch, who is chairman of the West Midlands Livestock Board at Telford and represents the NFU on EBLEX, said there was confusion over labelling.
There were also well-known Welsh and Scottish quality meat marks but not one for England, the biggest levy payer.
"This will be a good job and will be welcomed by Herefordshire and West Midlands livestock farmers," he said.
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