25 July 1997

£280,000 deal struck to promote Welsh beef

BRANDED Welsh beef is to benefit from a £280,000 deal between the Meat and Livestock Comm-ission and Welsh Food promotions.

The move, announced at this weeks Royal Welsh show, ends 10 years of lobbying for Wales to be given a dedicated sum from MLC beef promotion levies to promote its own product. But some industry sources claimed that the funding was still not enough.

Announcing the agreement, MLC chairman Don Curry said that Welsh beef was now an important component of the commissions promotional activities.

"Welsh beef will be promoted through Taste of Wales restaurants, and we will ensure there is Welsh beef in schools," he said.

Chairman of Welsh Food Promotions Alun Evans said that the organisation had, for too long, campaigned to ensure that the Welsh beef industrys voice was heard.

"The allocation of these large funds will enable a significant increase in retail distribution for Welsh beef within the home market, and I am confident will provide a spring board for export promotions once the beef ban is lifted," he said.

Welsh lamb has received funding for regional promotion over the past 10 years, worth 9% of the species promotion levy, equating to £480,000. Funding for the Welsh beef initiative will represent 5% of the species promotion levy.