Supermarkets told to separate beef
Supermarkets and other retailers are to be told that beef from
different countries of origin must be clearly separated in chill cabinet, or other displays, aimed at attracting purchasers - otherwise they will be open to prosecution by Trading Standards or Environmental Health officials.
The move follows a complaint from the National Beef Association to retail specialists at the Local Authority Co-ordination Office on Regulatory Services (LACORS) that many consumers are being misled
because they are picking up beef from mixed cabinet displays believing it to be British only to discover later it had been imported from the Republic of Ireland, Argentina or Brazil.
"LACORS specialists have agreed that retail beef should not be
arranged in a way that confuses consumers and that retailers who stock product from different countries of origin must make sure there is clearly visible separation, perhaps through the use of strong plastic strips," said NBA chief executive, Robert Forster.
"They have also agreed that care must be taken that generic notices and other promotional material such as "Bargains from Brazil" or "Quality beef from Ireland" do not give the misleading impression they refer to beef also being displayed that has been produced in the UK."
"The Association drew attention to the EU directive that covers
retail presentation and requires products not to be arranged or
displayed in a way that can mislead consumers and LACORS has confirmed that there must be physical separation that allows consumers to select on the basis of origin, as well as quality, price or weight - which could not happen if beef packs were lumped together in a mixed heap."
The NBA believes that this, and other label based moves that underline the UK's production integrity and superior farm assurance standards, will help to secure the long term future of the domestic beef industry.
"If consumers are able to exercise informed choice and clearly demonstrate which product they prefer it gives retailers the opportunity to pursue this differentiation and establish exactly which beef, and from which country, consumers are willing to pay most for," said Mr
Forster.
"All the evidence points to more consumers being more discerning about production standards and this makes it more important than it has ever been to make sure there is no confusion over country of origin and that
no imported beef is put in a supermarket trolley by mistake."
"The NBA is quite sure that as a result of the warning that is being put out by LACORS, and the attention that will be paid to it by Trading Standards and Environmental Health officials across the UK, that more
beef from England, Northern Ireland, Scotland and Wales will soon have more chance of being retailed for more money than it has in the past."
"This will help to secure better long term prices for beef cattle and it is because of this we are sure that Association members will be keeping their eye on chill cabinet displays and making sure that both store managers, and Trading Standards, are aware of their disappointment
if they continue to discover instances where home-produced and imported beef is piled together in a pick 'n mix style heap," Mr Forster added.
