19 January 1996

Beef trade recovering from slump

BEEF sales are recovering from the slump induced by BSE media hysteria, the Meat and Livestock Commission has confirmed.

To ensure the lift continues it launched an advertising campaign this week in which leading supermarkets demonstrate their confidence in British beef. The advertisement, placed in leading national papers on Thursday, carries the supermarkets familiar logos under the banner heading: "Can you serve British with confidence? You only have to read the signs".

"We think it is significant because the major supermarkets now have sufficient confidence in British beef to put their names to it," an MLC spokesman said.

"It is designed to reinforce the message we have been putting out, that science tells us beef is safe to eat," he added. &#42