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Welsh Beef is more appetising after ads.

AN ADVERTISING campaign has boosted the number of people who said they would prefer to buy Welsh Beef, according to Welsh red-meat promotion agency Hybu Cig Cymru.

HCC said the number of consumers who told them they were more likely to buy Welsh Beef rather than beef from another country rose 6% from 71% in the pre-Christmas period of 2011 to 77% during the same period in 2012.

A rise was also seen in perceptions of Welsh Beef. When asked whether they felt that Welsh Beef was a quality product, 90% of those surveyed said "yes" - an increase of 9% over the previous year.

Meanwhile 89% stated that Welsh Beef was a brand for them; up by 10% over the previous year's figures.

Philippa Gill, HCC's brand marketing officer, said: "We are absolutely delighted by the results of our pre-Christmas Welsh Beef campaign in Wales.

"Our analysis shows that consumers have understood that Welsh Beef is a quality product that they can rely on and that they will buy it in preference to other branded beef."

Welsh Beef benefits from having Protected Geographical Indication (PGI) status from the European Union, which means that only livestock born and reared in Wales and processed in HCC-approved abattoirs can be labelled Welsh Beef.

Any retailer who fails to display the PGI logo, or does not source their meat from a HCC-approved abattoir but describes their meat as "Welsh", can be prosecuted by trading standards officers.

"The horsemeat scandal of recent weeks has highlighted the importance of clear labelling on all meat products," said Mrs Gill.

"Consumers can be confident that if they purchase Welsh Beef alongside the PGI logo, that is exactly what is contained in the packet.

"We have just launched new promotional material for retailers across Wales, which include posters asking them to look for the logos when purchasing Welsh Beef or Welsh Lamb."

The two-month campaign in Wales leading up to last Christmas included television, radio and bill poster advertising backed up by recipe books and posters sent to independent and multiple retailers as well as social-media activity and articles in newspapers across Wales.

The radio campaign in Wales reached more than 576,000 consumers, while newspaper coverage over the eight weeks was read by more than a million people.
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Title Annotation:Features
Publication:Western Mail (Cardiff, Wales)
Geographic Code:4EUUK
Date:Mar 19, 2013
Previous Article:Hybu chief tells MEPs meat fraud must stop.
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