A NEW quality scheme for English beef and lamb is being launched in London today but, on Monday, farmers and members of the meat industry received a sneak preview at a meeting in Durham.

The English Beef and Lamb Executive invited farmers and members of the trade to the meeting, ahead of their Tuesday board meeting in the city.

The scheme was granted European Union approval in July this year, at the end of 18 months hard work by Eblex.

Today's launch in London is for the trade press and other media and will be followed by a massive TV campaign, aimed at consumers, in six months time.

David Croston, Eblex chief executive, said trade members and supermarkets they had spoken to had been very positive about the scheme which, for the first time, allows quality beef and lamb produced in England to be identified and marketed as such.

Mr Croston said there was huge potential for increasing sales in England. The lion's share of all beef and lamb produced in the UK was produced in England, although Scotland, Wales, Ireland and Northern Ireland posed strong competition through strong brands.

"The majority of UK consumers are English and in England," said Mr Croston. "The main market is in major conurbations which are in England and this is where we should grow the market."

Research had been carried out in which consumers were asked from which part of Great Britain they would want to buy their beef and lamb.

While 46pc and 47pc respectively said they wanted to buy British beef and lamb, England was the next most popular at 20pc and 25pc respectively.

Although Scottish beef attracted 28pc, its lamb was mentioned by only 3pc. Welsh beef was nominated by 2pc but Welsh lamb was picked by 20pc.

"This was before we had spent any money on promoting English, so that gave us great confidence," said Mr Croston.

The logo will state Quality Standard beef/lamb with "English" appearing next to the flag of St George.

Only beef and lamb from animals born, raised and slaughtered in England and which have come through an assured supply chain will be allowed to carry the quality standard mark. It will also give assurance on the eating quality.

The flag of St George will be used to identify it on packs in shops and posters, while the Union Flag will apply to the UK.

Phil Davies, from the Eblex marketing team, said one of the biggest challenges for Eblex was that it did not actually produce the product itself.

"But we have put in place a mechanism that allows people to produce a product to a consistent quality," he said. "If the standard is followed, it should produce a product of excellent quality every time.

"The other challenge is to make it available to as many people as possible. We think we have achieved that because of the reception we have had from people we have spoken to. "They believe it is feasible and tangible and want to get on board with us.

"We know large retailers are going to pick it up, and large wholesalers; there is enthusiasm in the reaction we have had from the retail industry."

The TV advertising campaign is likely to be launched at the end of February or the beginning of March next year.

Mr Croston said consumers would repeatedly be given the message "English, English, English." The brand will be featured nationwide.