MLC rejects criticism of pork promotion

16 December 1998

MLC rejects criticism of pork promotion

By Isabel Davies

THE Meat and Livestock Commission has rejected claims that its pork promotional activities have come too late to save the British pig industry.

“Extremely frightened” farmers were misguided in criticising the MLCs work, said MLC director general Colin Maclean.

Mr Maclean told parliaments agriculture select committee yesterday that the MLCs autumn campaign had shifted large volumes of pigmeat.

The MLC had successfully repositioned pigmeat as a healthy product which can now compete with chicken, he said.

The MLC would continue to provide advice and support to farmers, added Mr Maclean.

A booklet, Weathering the Storm, containing practical advice on cutting costs and financial planning has already been sent to 11,000 farmers.

MLC representatives are also meeting with banks to encourage them to be sensitive to the plight of pig farmers.

Mr Maclean said that a new quality label for pork to be launched in the New Year would form part of a complete strategy for the pig industry.

The new initiative will enable consumers to tell which pigmeat products have been reared in stall and tether systems which are banned in the UK from January 1.