Beef to make its mark as MLC pledges funds

Caterers are to get £600,000 of promotional support from the Meat and Livestock Commission (MLC) to help boost sales of British beef products.

The move is part of a £4m campaign being launched today by the MLC. Central to the campaign is the launch of a Quality Minced Beef mark, which indicates that beef products on sale are produced from 100% minced beef.

The mark (pictured right) will be used on catering packs of beef products in cash-and-carries and on beef products supplied by the National Association of Catering Butchers.

Restaurateurs will be able to display the mark, and fast-food chain Wimpy has already put it up in all its restaurants.

The campaign is concentrating on mince because sales of beef products using mince have borne the brunt of the collapse in beef sales. For example, research by Marketpower has revealed that just 22% of caterers are buying beefburgers on a regular basis, compared with 45% before the latest BSE scare.

The MLC will also be specifically targeting pubs and contract caterers with a campaign to increase sales of mince dishes such as lasagne, chilli con carne and cottage pie. Point of sale material, including prize competitions, will be available.

But two of the biggest caterers still refusing to sell British beef - Burger King and McDonald's - have said beef will stay off the menu until the export ban is lifted and suppliers can guarantee traceability of all beef back to the farm of origin.

An MLC spokesman said that the traceability of all cattle was not possible at present but would be implemented in the near future.

About 80% of local authorities are also still refusing to use British beef products. In an attempt to win them back, the MLC is producing an educational video that will be sent out to all local authorities by mid-July. It will explain how the precautions now in place ensure the safety of beef.