By FWi staff

BEEF will make its way back into Europe with a whimper rather than a bang, the Meat and Livestock Commission (MLC) said today (Monday).

No huge advertising campaign will be launched to boost exports following last weeks lifting of the beef export ban, said MLC officials.

Instead, analysts will target the specific needs of European consumers through interviews and conferences.

“Advertising is probably wrong at this time,” said Gwyn Howells, MLC marketing director. “We are looking at a big, long-term battle rather than an overnight success.”

The idea is to steadily improve the climate for exporters to resume business relationships with the more welcoming European countries, he added

“It would be a waste of money spending large amounts on Germany at the moment.”

The campaign will include visits to the UK by foreign journalists, presentations to European agricultural attachés and meetings abroad for British ministers.