THE EUROPEAN Union has awarded the English Beef and Lamb Executive with a grant of €1m (£730,000) to promote UK beef at home and abroad.
The funds which are to be matched in value by the UK organisations involved and are to be spent on: consumer advertising, public relations, overseas shows and exhibitions.
There will also be further investment education by promoting beef as part of a healthy diet with schools and healthcare professionals.
It will be the eighth year since 1993 the EU has awarded funds to the UK following an application by the Meat and Livestock Commission on behalf of EBLEX.
The application was made following an invitation by EBLEX chairman John Cross to other MLC Federal Bodies to work together on the project.
“This gives all the bodies in the UK the chance to work together to enhance the image of beef and maintain the high levels of consumption within the country,” said Mr Cross.
The work will be carried out by the MLC on behalf of EBLEX, Hybu Cig Cymru, Quality Meat Scotland and the Livestock and Meat Commission of Northern Ireland.
In Scotland, QMS will use £125,000 of the money for a separate campaign.