Call for branded beef to guarantee quality

UK beef producers should get together to create a beef brand such as the certified Angus brand in Australia, which last year sold 120,000 head of cattle, says leading catering butcher Peter Allen of Aubrey Allen.

People were still buying beef on memories and they were often disappointed, he told the EBLEX annual conference. “They need to know that they can buy beef that is going to be good time after time.” A certified brand may mean lower beef consumption but at a higher value, he said.