MLC promotes the prime cuts

THE MEAT AND LIVESTOCK COMMISSION is launching a brochure to promote its Select Beef brand as European Quality Beef.

The MLC is hoping to increase consumer and trade awareness, creating a single standard for prime cuts, by building on its ongoing advertising initiatives.

Financed by the EC and developed by design and marketing consultancy Kysen, the brochure was launched last week. It will be used primarily for public relations.

“Post BSE, the EC agreed to make funds available for promoting European beef. This is about promoting British beef under the banner of European Quality Beef. Other countries will work with the concept [of EQB] in their respective languages,” says Meat and Livestock Commission assistant product manager for beef and lamb Phil Toms.

Toms suggests that continuing activity will also lead to further design opportunities for British Beef later in the year.