LIVESTOCK farmers and members of the meat industry can learn about the new Quality Standard Scheme for beef and lamb at first hand next week.
The English Beef and Lamb Executive is holding an open meeting at the Three Tuns Hotel in Durham on Monday, at 7pm, when speakers will include Eblex chairman John Cross and chief executive David Croston.
They will outline the new quality standard, what it means and what benefits it will bring English producers, before a trade launch on September 24.
The quality mark has now been given official EU approval and, for the first time, quality beef and lamb from England can be identified and promoted.
As well as the trade launch there will be a consumer launch next spring, using a hard-hitting television campaign supporting trade activity with the aim of increasing market share for English beef and lamb.
Mr Cross said: "Our research has shown that consumers want assurances on consistency of eating quality. Under this new scheme, beef and lamb which meet certain criteria, including being born, raised and slaughtered in England, will be eligible to be sold under the quality standard carrying an English identity."
The event precedes a meeting of the board on Tuesday. Anyone wishing to attend the meeting should contact Clive Brown on 0870 2418528 or 07711 878946.
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