The English Beef and Lamb Executive (EBLEX) is launching a promotion campaign along with new ‘quality standard marks,” for English beef and lamb.

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The £4.5m (US$8.65m) promotion campaign is being fronted by cricket players Ian Botham and Allan Lamb.


“This is a huge project to introduce our quality standard mark for beef and lamb to consumers,” said EBLEX head of marketing, Andrew Garvey. “It already has widespread support from the industry.”


 “It will represent the biggest investment in promotion EBLEX has made to date and our research shows we have come up with an extremely eye-catching series of images and adverts to grab the attention of consumers,” he said.


The quality standard scheme has been developed to give consumers an easy way of identifying beef and lamb which have been selected with the intention of improving eating quality, EBLEX said. This includes excluding older animals as well as those previously used for breeding purposes and in some circumstances stipulating the required maturation period.

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The EBLEX quality standard scheme requirements are independently audited in relation to the whole supply chain – farm assurance, transportation, slaughter and processing.


Lamb and beef that meet the scheme’s criteria and has been born, raised and slaughtered in England is eligible to be sold under the ‘English’ version of the quality mark. In cases where animals have moved between England and either Scotland or Wales, it will be identified as ‘British’.


Most of the multiple retailers and independent retailers together with about 80% of England’s beef and lamb producers have already registered to be part of the scheme, with more joining each day. It will be seen on pack in supermarkets and be visible in butchers from March 2