A new logo developed by British Chicken Marketing - the body set up to promote consumption of UK-produced chicken - is to combine the British Farm Standard little red tractor mark with a Union Jack.
PR agency Counsel has developed the mark and is awaiting approval for the design from BCM officials.
The inclusion of the Union Jack is evidence of fears among British producers that the tractor may soon be used on packs of imported produce.
There is an unwritten agreement between multiples and farmers’ leaders that the mark will only be used on food produced in the UK. However, legally this understanding is at odds with EU trade rules and if
challenged by a producer from elsewhere in the EU would almost certainly have to be abandoned. A senior source inside the poultrymeat industry said “100-odd” producers from continental Europe had applied to use the tractor on their products. He said a “bloody-minded” producer from abroad might take its case to the Brussels if it felt it was being discriminated against on the basis of country of origin. It is hoped retailers will eventually agree to use the new logo on chicken packs, said BCM chairman Charles Bourns. Initially it will be used for BCM’s own marketing material.
Bourns added: “It’s clear consumers feel strongly motivated by the benefits of buying British, therefore it’s a natural step to incorporate the Union Jack into our logo.”
The British Pig Executive’s Quality Standard Mark, which was re-launched last year, features a Union Jack that is interchangeable with flags from other countries according to the provenance of the pigmeat.
Imported product must meet UK pig farm assurance standards to qualify for the mark, which does not incorporate the little red tractor.
Richard Clarke
PR agency Counsel has developed the mark and is awaiting approval for the design from BCM officials.
The inclusion of the Union Jack is evidence of fears among British producers that the tractor may soon be used on packs of imported produce.
There is an unwritten agreement between multiples and farmers’ leaders that the mark will only be used on food produced in the UK. However, legally this understanding is at odds with EU trade rules and if
challenged by a producer from elsewhere in the EU would almost certainly have to be abandoned. A senior source inside the poultrymeat industry said “100-odd” producers from continental Europe had applied to use the tractor on their products. He said a “bloody-minded” producer from abroad might take its case to the Brussels if it felt it was being discriminated against on the basis of country of origin. It is hoped retailers will eventually agree to use the new logo on chicken packs, said BCM chairman Charles Bourns. Initially it will be used for BCM’s own marketing material.
Bourns added: “It’s clear consumers feel strongly motivated by the benefits of buying British, therefore it’s a natural step to incorporate the Union Jack into our logo.”
The British Pig Executive’s Quality Standard Mark, which was re-launched last year, features a Union Jack that is interchangeable with flags from other countries according to the provenance of the pigmeat.
Imported product must meet UK pig farm assurance standards to qualify for the mark, which does not incorporate the little red tractor.
Richard Clarke
No comments yet