THE Prince of Wales has once again sought to reassure overseas customers about the quality of British beef by leading a two-day tour for a group of top Continental chefs.
The Meat and Livestock Commission exploited the pulling power of the prince to persuade 21 top chefs on the visit.
The aim of the tour was to demonstrate the high standards maintained throughout production and convince the group that British beef is safe to eat.
Speaking on a tour of Grove Farm, Moreton-in-Marsh, Glos, Prince Charles said he hoped to convince everyone of the merits of British beef.
as they were a group that could easily influence consumers in their country.
Although the prince held back from eating, because he has given up lunch for Lent, he told the chefs: "You will not find better beef in the world than here in Britain."