NFU Livestock Chairman, Richard Haddock, was joined by members of the NFU Livestock Board at Holborn Sainsbury's today to launch the Best of British campaign to promote British beef and lamb. The campaign will continue at Tesco and other Sainsbury's stores across the country.
Leaflets outlining the positive role livestock farming plays in shaping the British countryside for the benefit of the wider public were handed to supermarket customers. They were urged to look for the Red Tractor and Quality Standard Mark on their meat products, which assure consumers that they are buying British beef and lamb that is fully traceable and bred to high standards of animal welfare.
NFU Livestock Chairman, Richard Haddock, said: "This promotion will show consumers how farmers are actively engaged in the management of the countryside for all. It also gives livestock farmers a great opportunity to engage directly with their customers, something Farming Minister Lord Bach has strongly advocated.
"The campaign will continue regionally to reinforce the message that British beef and lamb is a quality product that is traceable, bred to high animal welfare standards, and assured from field to pack. I also anticipate it will raise the profile and understanding of the Red Tractor logo and the Quality Standard Mark. I expect that the more the consumer knows about the products they buy the more likely they are to buy British."