Sir; Talk about over-reaction to MLC's latest campaign to highlight the attributes of British pigmeat. The new ad does not specifically attack the Danes, nor does it impugn the product reared in Denmark for the UK, yet the Danish Bacon & Meat Council has issued an intemperate press release more likely than the MLC ad, to have a negative impact because it raises issues of antibiotic use and salmonella control on which neither country can offer failsafe guarantees. Your own editorial takes much the same line, and is also ill informed: MAFF makes no contribution to promotional funds, which are all contributed by UK pig producers. When an industry has invested heavily in developing an independently audited assurance scheme, it seems reasonable it should want its customers to know about it. Recently,. in an area covering seven Midlands counties the NFU invited several hundred retail managers and CEOs to farms to demonstrate just what lies behind farm assurance schemes. Only two managers bothered to turn up to learn more. Such lack of interest reflects poorly on the retail sector. Perhaps less reliance on press releases and greater first hand knowledge might lead to changed views. Philip Richardson Manor Farm Downham Wymondham, Norfolk Editor's note: Given Mr Richardson's obvious penchant for press releases, perhaps he recalls MAFF release 156/00 on May 10 when Joyce Quin said: "£2.3m of government funds have been made available to part-fund a promotion campaign to stress the animal welfare and other benefits of purchasing pork, ham and bacon which meet the Quality Porkmark Standard." {{LETTERS }}

Topics