Press Release: New Eblex levy income should be aimed at lifting beef exports and trumpeting the nutritional and health benefits of eating beef.

The National Beef Association has told Eblex that it’s most important, short term priority is the sale of more English beef onto export markets. It has also asked for new levy money to be aimed at convincing consumers that regular beef consumption helps to protect their health.

“We have said we are pleased at the decision to set aside new funds aimed at increasing exports to 20 per cent of English production by the end of next year – and that a man of the caliber of Jean-Pierre Garnier is overseeing this task,” confirmed NBA director, Kim Haywood.

“This is because the sale of more beef outside the domestic market is of fundamental importance to the income starved English beef sector, which is dominated by a highly consolidated group of powerful domestic retailers and the equally tight group of large processors, which supply them”.

“However we would like to know more about Eblex plans to overcome the resistance to raising export sales we expect from some British supermarkets, and it will also be reassuring to know, how Eblex expects to persuade processors to set up an export sales portfolio knowing that their investment could once again be smashed by a disease outbreak, or the risk of bad debt.”

The Association also feels that more effort should be targeted on the promotion for beef in a properly balanced daily diet as well.

“There is a huge difference between broad based promotion, which Eblex can no longer afford, and a focused campaign on the relatively simple food nutrition messages that eating beef on a regular basis improves personal health because it is not just high in protein, it also contains a battery of minerals, trace elements and vitamins as well as the highly beneficial omega 3s,” said Ms Haywood.

“The Eblex draft corporate plan declares an intention to communicate the benefits of eating red meat on the home market and the NBA would like to see this aimed specifically at highlighting the many nutritional benefits of eating beef on a regular basis.”

“It has already told Eblex that it will work jointly with it, on as many fronts as is necessary, to help construct an effective food nutrition message to back this campaign and then make sure it is delivered with maximum impact.”

For more information contact:

Kim Haywood.  NBA Director.  Tel.07967 698936