EU chiefs have given English beef and lamb producers a boost with the rubberstamping of a new quality scheme.
The English Beef and Lamb Executive’s Quality Standard has been given official EU approval.
EBLEX chairman John Cross said: “Approval of the EBLEX Quality Standard scheme is great news for levy payers in England. For the first time, we’ll be able to identify and promote quality beef and lamb from England under our new EBLEX Quality Standard.”
Cross said the scheme was fundamental to the group’s marketing strategy.
He added: “It can be described as provenance-plus and includes requirements above existing legal and
commercial standards which are designed to provide consumers with reassurance and more consistent quality in what they eat.”
The EBLEX QS will be highlighted on pack at the point of purchase with a new logo and discussions with retailers have now begun.
The official approval marks 18 months of intensive activity by EBLEX, which was formed from the devolution of the MLC’s marketing operations to promote English meat.
Andrew Garvey, head of marketing, said the move was good news: “We shall be able to work meaningfully with all processors throughout the supply chain on the scheme’s implementation.
“Where beef and lamb that meets the requirement of the scheme can be identified as having been born, reared and slaughtered in England, we shall seek to identify it as English.
“In cases where cattle or sheep have been moved across the Scottish or Welsh borders, it will be identified as British.”
A multi-million pound promotional campaign was also being planned, he added, featuring television advertising to promote the mark, and is expected to come out early next year.
Ed Bedington
The English Beef and Lamb Executive’s Quality Standard has been given official EU approval.
EBLEX chairman John Cross said: “Approval of the EBLEX Quality Standard scheme is great news for levy payers in England. For the first time, we’ll be able to identify and promote quality beef and lamb from England under our new EBLEX Quality Standard.”
Cross said the scheme was fundamental to the group’s marketing strategy.
He added: “It can be described as provenance-plus and includes requirements above existing legal and
commercial standards which are designed to provide consumers with reassurance and more consistent quality in what they eat.”
The EBLEX QS will be highlighted on pack at the point of purchase with a new logo and discussions with retailers have now begun.
The official approval marks 18 months of intensive activity by EBLEX, which was formed from the devolution of the MLC’s marketing operations to promote English meat.
Andrew Garvey, head of marketing, said the move was good news: “We shall be able to work meaningfully with all processors throughout the supply chain on the scheme’s implementation.
“Where beef and lamb that meets the requirement of the scheme can be identified as having been born, reared and slaughtered in England, we shall seek to identify it as English.
“In cases where cattle or sheep have been moved across the Scottish or Welsh borders, it will be identified as British.”
A multi-million pound promotional campaign was also being planned, he added, featuring television advertising to promote the mark, and is expected to come out early next year.
Ed Bedington
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