Archive Article: 2002/07/26

26 July 2002

Wanted:Brand image for English meat too

Devolution has dealt the Meat and Livestock Commission cruel cards. Autonomy for the Scots and the Welsh means they want to promote their own meat. Fair enough, but what about the English? They too will get a new body to represent English beef and lamb levy payers, and with it probably, a new logo – English Meat.

But marketing livestock does not always follow national borders. Some animals might be ineligible for either Welsh, Scottish or English promotion. That concerns the meat industry, which reckons good products could be devalued. Fortunately, the British Meat logo will remain for domestic meat that crosses these boundaries.