ASSURED British Meat is aimed at ensuring the safety and wholesomeness of meat – not welfare assurance.
Chris Brown, MLC beef strategy manager said that ABMs role was to focus on meat safety, and he believed that this should be a non-competitive issue for the industry.
"Its up to retailers to bolt on quality and welfare assurance. We dont want to become involved with product marketing on the basis of welfare or breed," he said.
"Its up to people wanting to differentiate their products to compete on that issue," he added.