Horse Meat Scandal Prompts Media Push

UK – In direct response to the horse meat scandal, EBLEX/BPEX and the NFU are reaching out to consumers in a media campaign to promote farm assured products after food industry confidence has taken a blow.
calendar icon 15 February 2013
clock icon 2 minute read

Starting this weekeend the Buy British campaign will appear in 10 national newspapers and will also target school caterers, helping them source meat for meals. British farmers will be promoted as producing great food which can be bought by looking out for the Red Tractor and Quality Standard Mark logos on packaging.

NFU President Peter Kendall said: “British farmers are very proud of what they produce and are, quite rightly, furious about this current situation. They feel let down by what looks like a criminal element in an isolated part of the food chain.”


“Our meat industry is highly regulated and it is imperative that we remind consumers that British farmers work to some extremely stringent standards. This gives me confidence that fresh, British meat should remain top of the shopping list.”

Anecdotal evidence from EBLEX points to demand for British red meat remaining robust. Shoppers are actively looking for farm assured labels to have confidence in the product, according to Jane Ritchie-Smith, head of consumer marketing for EBLEX.

A poll taken by Kantar found that 20 per cent more shoppers- post Horsemeat scandal- will buy more farm assured red meat and 13 per cent will strive for more locally sourced meat products.

EBLEX value the role schools can play in ensuring public confidence in British meat. Working with schools EBLEX can impart sourcing information of three of its assurance brands.

Hugh Judd, foodservice project manager at EBLEX said: “We are perfectly placed to help caterers supplying local authority schools source assured fresh meat for their meals if they do not already.”

“We are urging those companies that do supply schools to go the extra mile and demonstrate that the meat they are supplying is of a high standard with a completely transparent supply chain.”

The advertising will consist of half page adverts over the weekend and appear in the Evening Standard on Monday.


Michael Priestley

TheCattleSite News Desk

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