14 May 1999

Selling UK poultry

THE NFU has launched a new generic labelling scheme aimed at making British-reared poultrymeat more visible to shoppers.

The initiative, which will encourage processors to put stickers on retail packs of chicken and turkey to help consumers opt for home-produced meat, was launched at the Pig and Poultry Fair, Stoneleigh, this week.

Charles Bourns, chairman of the NFUs poultrymeat committee, said: "We have to tell our customers about the merits of UK produced poultry and the reasons why it pays to buy British at a time when imports have leapt by 18%."