Caterers should buy British, says MLC

The Meat and Livestock Commission (MLC) is hoping to woo top catering firms into publicly backing British beef by showing them evidence that consumer confidence in the product is being restored.

The commission, which is funded by farmers to promote meat sales, is carrying out daily research to gauge consumer reaction to its current newspaper advertisement campaign promoting beef.

This campaign is the first run by the MLC since the scare about mad cow disease infecting humans erupted last month. It is chiefly targeted at rebuilding sales for mince.

MLC trade marketing manager Brian Kilkenny claimed sales of joints and steaks had now reached pre-BSE scare levels, but mince sales - which represent 35% of total beef sales - were still in the "doldrums".

If the campaign is successful, Kilkenny said the results would be presented to the catering industry with the aim of signing up fast-food chains, pubs and well-known restaurant groups as promotional partners.

"First, we have to show caterers that their customers don't have a problem with beef," he said.

Mr Kilkenny added that the MLC would then be targeting local authorities to get beef back on school menus.

Wimpy managing director Max Woolfenden said his company would need "positive proof" of customer demand before switching from imported beef to British beef.

And spokesman for the Local Authority Caterers Association Arnold Fewell said: "If surveys of parents show that public confidence is being restored, it would encourage more caterers to put it back on menus."