Food establishments must give their diners more information about the origins of the meat being served, the Meat and Livestock Commission (MLC) has demanded.
The call followed Scottish moves to make the identification of beef a legal requirement and a recent Mori poll of UK consumers, which revealed that 60% felt knowing the origin of the meat they were eating was "important".
The MLC has campaigned for a number of years for improved meat labelling, but some food establishments continue to ignore the calls, said Richard Lowe, consumer affairs director for MLC.
"Some caterers have persistently ignored warnings about menu transparency claiming it is too expensive or complicated to keep their customers informed," he said.
"The case is clear and compelling: as consumers become more interested in food the demand for information grows.
By Daniel Thomas
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