Beef and Lamb to get English label

ENGLISH quality beef and lamb are to get their own distinctive label.

The decision to develop an English quality brand has been made by the English Beef and Lamb Executive (EBLEX) following extensive market research.

The move towards an English quality identity comes just six months after EBLEX was officially set up on April 1 this year.

Branding is one of the four cornerstones of an EBLEX strategy which maps the road for future developments.

Andrew Garvey, EBLEX Marketing Manager, said: "English quality as a brand is shown by our research to have a high potential acceptance among consumers.

"The 'English' brand has clearly never been exploited, yet it has many positive associations and few negative ones.

"Our Tuck-in campaign is encouraging people to think about where their meat comes from and begins to set the scene for the introduction of the brand, which will be the next phase."

And EBLEX Board Member John Putt said: "We want to meet consumers' needs so that they can say about the English brand: 'I love it and I trust it'.

"One thing is for certain - it will be an exciting development when it is announced next year."