15 February 2000
MLC chief envies Scots beef premium

DON CURRY, chairman of the Meat and Livestock Commission (MLC), has admitted envying the premium that the Scottish beef brand enjoys in the market.

He told a meeting at Scone, near Perth, that as a Northumberland farmer he was envious of the premiums but added that they were the way forward.

“We need strong brands because they lift the whole market.”

Mr Curry pointed out Britain was never going to be a low-cost producer but effective branding could compensate for pure price concerns.

The average price of imported beef was around 15% less than the domestic product, he said, and yet imports only accounted for 20% of total consumption.