MLC PREDICTS 2006 TO BE THE YEAR OF THE TRANSPARENT MENU
(Issue date: 4 January 2006)  Learn more >>

WWW.MEATORIGIN.CO.UK WEBSITE BOOSTS MENU TRANSPARENCY CAMPAIGN
(Issue date: 10 October 2005)  Learn more >>

NEW RED MEAT LABELLING GUIDE FOR CATERING SUPPLIERS
(Issue date: 1 September 2004)  Learn more >>


MORE CONSUMERS WANT MEAT ORIGIN LABELLING ON MENUS
(Issue date: 25 June 2004)  Learn more >>


CATERERS CALL FOR SUPPLIERS TO IMPROVE MEAT ORIGIN LABELLING
(Issue date: 14 June 2004)  Learn more >>


BRANDED CHAINS DISREGARD ORIGIN LABELLING GUIDELINES
(Issue date: 15 April 2004)  Learn more >>

MLC PREDICTS 2006 TO BE THE YEAR OF THE TRANSPARENT MENU

Issue date: 4 January 2006

Larger catering chains will follow smaller independent outlets and become increasingly confident in stating the country of origin of steak on their menu during 2006, according to the Meat and Livestock Commission (MLC).

The prediction comes as new research reveals that the number of consumers who believe that meat served in catering outlets should have its country of origin displayed at the point-of-purchase has grown from 59%* in December 2004 to 67%* in December 2005.

MLC foodservice trade manager, Tony Goodger, said: “The campaign calling for greater menu transparency has certainly gathered momentum throughout 2005.  In fact, research carried out earlier this year** shows that a number of branded chains are starting to become more open about their sourcing policing.  However, too many catering businesses still use animal breed descriptions as a surrogate identifier of meat origin. This is particularly significant since 84%† of consumers believe that Aberdeen Angus Beef only comes from Scotland.  Their reactions on learning that this might not be the case range from anger and shock to surprise and disappointment!

“Aberdeen Angus is a premium breed of cattle which is now produced from herds all over the world – in fact it is a dominant breed of cattle in the USA and Argentina. Of course it can also originate from its native Scotland, or indeed the rest of the UK, but without mentioning the country of origin it is not surprising that consumers can be unwittingly led into assuming that ‘Aberdeen Angus’ as a descriptor must imply that the meat comes from Scotland.

“Encouragingly, one major national chain of pubs and restaurants has recently announced that it will be labelling the origin of the meat used in the majority of the dishes served in its establishments. Their menu descriptors will now include British Beef, New Zealand Lamb, Danish Gammon, and Irish Black Angus Rib Eye Steak; which is excellent news as it will enable their customers to make a fully informed choice when ordering from their menu.

“I would urge all caterers who are not currently open with their meat sourcing policy to visit the MLC’s website www.meatorigin.co.uk and follow the advice given to help them easily adopt a policy of menu transparency. Consumers clearly feel that they have a right to be told the origin of the meat they are ordering from the menu – so let’s make it happen in 2006!”

* Data Source: MORI QuickBite, December 2005

** Data Source: Menurama, Friary Marketing and Consulting Group (FMCG), July 2005

† Data Source: NOP World (June 2005)

Notes to Editors:

• If ordering beef in a restaurant, nearly a quarter of British adults (24%) said they would prefer Aberdeen Angus, if given the choice†.
• 30% of British adults believe the name or term Aberdeen Angus means a badge of quality; 24% believe it is an indication of its place of origin; and only 22% believe it to be a breed of cattle†.
• Two thirds of British adults (66%) believe Aberdeen Angus comes from Scotland; 18% believe it is from Aberdeen or Angus; 1% believe it is from Brazil or Argentina†.
• If, on ordering certified Aberdeen Angus, it was discovered it was not from Scotland, 84% of British adults said they would be disappointed or surprised†.
• The Best Practice Guidelines on transparency of origin of red meat were developed in consultation with industry to provide caterers with advice on how to notify consumers of their buying policy in the simplest possible terms, so that they do not inadvertently mislead consumers.

WWW.MEATORIGIN.CO.UK WEBSITE BOOSTS MENU TRANSPARENCY CAMPAIGN

Issue date: 10 October 2005

A new interactive website - www.meatorigin.co.uk - has been launched to provide consumers, caterers and catering suppliers with a complete guide to menu transparency. The site, created by the Meat and Livestock Commission (MLC), has been specifically designed to be the definitive information resource on the ongoing campaign for menu transparency.


Independent research shows 71 per cent of consumers believe that the meat they are eating in the out-of-home market is British*. The reality is that supply of home-produced meat in the total foodservice market is less than 40 per cent.


"With this in mind, the MLC has launched this new website to help caterers tell their customers of their meat buying policy in the simplest possible terms," said MLC foodservice trade manager, Tony Goodger. "The site is straightforward to use, it shows caterers how easy it is to tell their customers about country of origin and it also gives examples of a range of 'transparent' menus."


Goodger said that: "Catering suppliers can also use the website as a resource for the legal labelling requirements for meat as well as the information their catering customers need to know and may well ask them."


Though the website essentially targets foodservice operators and their suppliers, invariably it will be of interest to many consumers. As such, visitors to the site are invited to share their experiences of menu transparency when eating out and their comments will be posted on the site. It also offers visitors the opportunity to have their say by voting and registering their support for foodservice operators to display the country of origin of the meat they use on their menu.


Goodger concludes: "Research commissioned by the MLC has consistently shown that consumers really do care where meat comes from and with more and more wanting to know the origin of the meat they are eating now is the perfect time for caterers to follow the advice on the website which will help them to become menu transparent easily.


"The Best Practice Guidelines are a voluntary code which we believe represents the best way forward before menu transparency becomes a point of legislation. The website makes it clear this is very easy to achieve and I would encourage them to take advantage of this valuable resource."


* Data Source: NOP World (May 2005)

Click here to download report.

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NEW RED MEAT LABELLING GUIDE FOR CATERING SUPPLIERS

Issue date: 1 September 2004


'How to Label Red Meat' is a new guide developed to provide essential information on labelling for suppliers to the catering industry, which will ultimately help caterers ensure that products match their exact specifications on delivery.


The leaflet, produced by the Meat and Livestock Commission (MLC)'s foodservice department, provides a checklist for both suppliers and their catering customers, detailing minimum legal requirements for labelling meat, as well as advice on the type of information that caterers ideally require from suppliers.


Foodservice development manager for the MLC, Richard Fagan, said: "While there are some butchers and suppliers that provide their catering customers with detailed information on delivery of a product, there are many that don't."


The leaflet, which provides helpful advice for both suppliers and caterers, covers essential labelling guidelines in general for all meat and specifically for pre-packed meat and for beef and veal (including minced product).


As well as the product name and description, information required by law includes: country of origin, country of slaughter, supplier name and address details, product weight, quantity, species and use-by date.


Additional information, which suppliers are advised to provide their catering customers with, covers: storage instructions (including temperature), kill date, maturation, line work number, breed, ear tag number, farm and classification.


Fagan added: "We would advise all suppliers to the catering industry to provide as much information as possible about red meat, as this enables caterers to reassure their own customers that they are sourcing product from a reputable and trustworthy supplier. I would recommend that both suppliers and caterers ensure that they obtain a copy of 'How to Label Red Meat' and that they put into practice the advice contained within this leaflet."


'How to Label Red Meat' is available free of charge from the MLC on Tel: 01908 844114 or via e-mail: foodservice@mlc.org.uk


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MORE CONSUMERS WANT MEAT ORIGIN LABELLING ON MENUS

Issue date: 25 June 2004

Concern amongst consumers about the origin of meat served in foodservice outlets is increasing, according to recent research carried out by NOP World*.


Sixty one per cent of consumers stated that it was important for them to know where meat eaten outside the home comes from, compared with 55% in the previous two years**.


When asked how they would like origin information to be communicated, over 80% of respondents stated that they would either like to see origin included within the description of dishes on the menu, or alternatively they would like to see an easily recognised symbol. Small print on the menu or a sign-post in the eating establishment also scored highly as a means to communicate meat origin on menus (73%). The least preferred way for eating establishments to communicate meat origin information to customers was via front-of-house staff (58%).


Foodservice trade manager for the Meat and Livestock Commission (MLC), Tony Goodger, commented: "The results of this latest survey are not at all surprising. What is noteworthy though, is that this year, for the first time, as well as questioning respondents on meat origin labelling, the survey also asked them to evaluate how important they felt it was that customers were made aware of dishes that were suitable for vegetarians, or that contained organic or GM ingredients - which of course many restaurants are already doing.


"The results were interesting in that 89% felt that labelling of vegetarian dishes was important, and an equally significant proportion wanted to be told whether dishes contained GM (83%) or organic (79%) ingredients. And while some branded chain operators refuse to believe that customers do want to be told the origin of meat served in restaurants, this actually ranked as important for 76% of customers when compared with these other factors."


Goodger added: "The recent move by the country's largest branded chain fast-food operator to provide customers with information about the origin of all of the ingredients served in its restaurants is the clearest indicator yet that consumer concern in this area is growing. The company should be congratulated for heralding an open and honest sourcing policy and held up as an example to other foodservice operators who have yet to do the same.


"It's interesting that many branded chains hold the belief that it is customers of the white-table cloth establishments who are likely to have such strong views on meat origin. However, on close analysis the research reveals that it is socio-economic groups C1-C2 which hold the strongest views, presumably because it is harder for them to obtain this information from the type of restaurants they frequent."


* NOP World Consumer (28 - 30 May 2004)

** NOP World, April 2003, BMRB April 2002


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CATERERS CALL FOR SUPPLIERS TO IMPROVE MEAT ORIGIN LABELLING

Issue date: 14 June 2004


CATERERS CALL FOR SUPPLIERS TO IMPROVE MEAT ORIGIN LABELLING (Issued: 14 June 2004)
More than two-thirds of caterers (76%) are still not naming meat origin on menus and many are now calling on suppliers to provide them with the information needed so they can follow the origin labelling guidelines.


The Meat and Livestock Commission (MLC) developed Best Practice Guidelines for labelling the origin of meat on menus in response to an independent survey* which highlighted that 71% of consumers believed that the meat they were eating in pubs and restaurants was British. The reality is that the supply of home-produced meat in the total foodservice market is only about 40%.


Foodservice trade manager for the MLC, Tony Goodger, said: “Although the numbers of restaurant caterers following the guidelines has certainly increased since we launched the menu transparency campaign, we need to encourage the remaining two-thirds to follow suit.

“We do appreciate, however, that many caterers feel they simply aren’t receiving enough information from their suppliers to enable them to feel confident in naming meat origin on menus.


“It is for this reason that we have decided to launch additional guidelines for companies supplying the catering industry, which will ultimately provide a checklist for caterers to help them ensure that the meat they are buying is being labelled correctly.”
Didier Philipot, a restaurant chef from Birmingham, follows the guidelines as best as he can, as he believes in providing as much information for his customers as possible. He said: “I am proud of my ingredients and like to keep my customers informed.


“I am in the position where I have a number of reliable and trusted suppliers built up from many years working in the industry, who can provide me with the details I require, however I believe that a Guide that can make the sourcing process easier for caterers will be welcomed, as it can be a time-consuming and lengthy process.”


A head chef from an independent Hotel in Glenfinnan, Scotland, added: “I think it is wonderful that the MLC is encouraging caterers to name the origin of meat on their menus. It demonstrates that the chef is confident in the standard of meat being served and enhances customer trust. However, I would warn against providing too much information as this could become confusing - naming the country, region or farm of origin is sufficient.”


To receive a free copy of the ‘Best Practice Guidelines: Labelling the Origin of Meat on Menus’ and to register your details for a copy of the new guide on the correct labelling of red meat for suppliers to the catering industry, please call 01908 844 114, log onto www.mlcfoodservice.com or email foodservice@mlc.org.uk


*The Quarterly Protein Monitor survey was conducted by Friary Marketing and Consulting Group (FMCG).


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BRANDED CHAINS DISREGARD ORIGIN LABELLING GUIDELINES

Issue date: 15 April 2004


The latest survey of the nation's restaurant menus has revealed that while some branded chains have begun to name the origin of meat on menus, not nearly enough are taking this important step.


Of over 7,800 dishes on 84 menus studied in the nationwide survey, just 51 dishes made mention of the origin of any of the produce. The most commonly named items were Scotch beef and Scottish salmon, with North Atlantic prawns also meriting a mention. However many menus were inconsistent, with origin stated for some dishes and not others. This was particularly evident in the case of beef steaks, where in many cases origin was only given for the more expensive cuts such as fillet.


Foodservice trade manager for the Meat and Livestock Commission (MLC), Tony Goodger, commented: "While many independent pubs and restaurants name the origin of meat on their menus, the branded chains are falling behind. Research shows that an increasing number of consumers would prefer foodservice outlets to operate a policy of menu transparency, as it demonstrates confidence in the caterer's suppliers and creates a relationship of trust between the restaurant and its customers.


"The MLC was asked to issue its 'Best Practice Guidelines' on labelling the origin of meat on menus on behalf of DEFRA and the Government and these were developed following a year long period of consultation with the foodservice industry," he said.


Goodger continued: "The Guidelines provide caterers with advice on how to inform consumers of their buying policy in the simplest possible terms, so that they do not inadvertently mislead consumers. Whether buying meat from the UK or from abroad, caterers do not need to change their supplier to comply with the Guidelines, they simply need to provide their customers with information on the origin of the meat, which - in all other purchasing situations - is available at the point-of-sale.


"It is a little disappointing but not surprising, to see such a low uptake of the Guidelines by the branded chains in this latest survey and we shall continue to press for further commitment from these groups in the future."


Further information on the campaign for menu transparency is available at www.mlcfoodservice.com or via e-mail foodservice@mlc.org.uk


Menurama, Friary Marketing and Consulting Group (FMCG), April 2004


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