Ed Bedington
The Dutch Meat Board is set to see half its funding slashed as part of an internal shake-up.
The move, decided by Dutch producers, means the board will no longer be responsible for consumer promotions on bacon, like the successful Smash a Piggy competition.
From January, the DMB will be losing half its operations.
Robert Smith, managing director of the DMB, said the organisation would now be solely focusing on its trade communications role.
"We're about to enter a new phase. Our trade communications side is something that's very highly valued throughout the industry.
"We'll be a point of contact. We're seen as being one step removed from the rest of the industry and because of that have a measure of independence and objectivity which is important."
Smith said officials were working on developing a new strategy for the re-organised DMB and would have a clearer picture in a few weeks.As well as the loss of a large proportion of its funding, the news will also mean some restructuring with the loss of two jobs.
Smith said promotional work would now be undertaken by the industry itself, dealing directly with retailers to create more tailor-made promotions, rather than simply generic Dutch offerings.
Marc van der Lee, marketing manager with The Netherlands' second largest producers Hendrix, said his company was happy with the decision.
"It's a challenge but I'm positive about it. I think the DMB has done a lot of good things, but that doesn't mean there shouldn't be change.
"It has done a good job and can still do a good job," he added. "I still think it has a viable future."
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The Dutch Meat Board is set to see half its funding slashed as part of an internal shake-up.
The move, decided by Dutch producers, means the board will no longer be responsible for consumer promotions on bacon, like the successful Smash a Piggy competition.
From January, the DMB will be losing half its operations.
Robert Smith, managing director of the DMB, said the organisation would now be solely focusing on its trade communications role.
"We're about to enter a new phase. Our trade communications side is something that's very highly valued throughout the industry.
"We'll be a point of contact. We're seen as being one step removed from the rest of the industry and because of that have a measure of independence and objectivity which is important."
Smith said officials were working on developing a new strategy for the re-organised DMB and would have a clearer picture in a few weeks.As well as the loss of a large proportion of its funding, the news will also mean some restructuring with the loss of two jobs.
Smith said promotional work would now be undertaken by the industry itself, dealing directly with retailers to create more tailor-made promotions, rather than simply generic Dutch offerings.
Marc van der Lee, marketing manager with The Netherlands' second largest producers Hendrix, said his company was happy with the decision.
"It's a challenge but I'm positive about it. I think the DMB has done a lot of good things, but that doesn't mean there shouldn't be change.
"It has done a good job and can still do a good job," he added. "I still think it has a viable future."
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