MLC link with Northern Ireland

6 March 2000



MLC link with Northern Ireland

<>By FWi staff

THE Meat and Livestock Commission has linked with its counterpart in Northern Ireland on marketing and promotional strategies.

The MLC and the Livestock and Meat Commission of Northern Ireland will collaborate on campaigns for British beef and lamb over the next two years.

The LMC will pay 450,000 to the MLC for joint promotions and input towards publications.

LMC access to MLC marketing initiatives, diet and health, educational activities and issues management for application in Northern Ireland is also included in the agreement.

MLC chairman Don Curry and LMC chairman Gerry Lowe signed the deal on Friday (3 March).

In a joint statement they said: “We are delighted with this agreement which recognises the achievements of the MLC in reversing setbacks of the BSE crisis, provides LMC with solid support and encourages the development of marketing strategies for British lamb and beef.”

Last year, Scotland decided to form a new organisation to promote red meat.

Producers had complained they were paying 5 million in levies to the MLC, but received only 1m to help fund Scottish meat promotion.

• Scotland to promote its own meat, FWi, 09 November, 1999 9
• NI to target Britain with beef, FWi, 26 May, 1999
• More say for farmers in the MLC?, FWi, 14 April, 1999
• Strong Pound will put damper on NI beef, FWi, 20 March, 1998