British cow beef has been allowed back on to menus after a nine-year absence.
Following a recommendation from the Food Standards Agency, on Monday the Government lifted a ban on serving beef from cattle more than 30 months old imposed in August 1996 during the BSE scare.
"This is a clear signal that we have beaten BSE," said Meat and Livestock Commission (MLC) director-general Kevin Roberts. "It will be an opportunity to recapture lost markets and reduce reliance on imports."
As well as enabling operators to fly the British flag, the beef is expected to be cheaper than imports. An MLC spokesman said: "It looks as if the price will be between 100p and 130p per kilogram carcass weight."
Most Over Thirty Month beef is expected to be bought by burger chains, pubs and contract caterers.
A spokeswoman for McDonald's said it was talking to industry bodies before taking a decision on whether to reintroduce it on menus.
Jason Danciger, catering director at pub group Laurel, believes there will be indirect benefits. "OTM beef is generally used by cheaper operations such as schools and hospitals," he said. "However, premium cuts of meat will become cheaper as the supply increases."