The campaign by the Meat & Livestock Commission (MLC) to increase labelling of meat origin on menus gathered pace on Monday when it officially launched its Best Practice Guidelines at London's Claridge's hotel.
The guidelines, developed with bodies including the Food Standards Agency, encourage the industry to identify sources of meat supply on menus.
British Meat, the MLC's marketing arm, said the guidelines respond to MLC-commissioned research showing that more than half of consumers want to know where the meat they eat originates. According to the research, 51% of consumers feel it should be legally enforceable to label meat origin.
The MLC's chairman, Peter Barr, said the industry has a legal duty not to mislead consumers.
He said: "Supermarkets are generally good at origin labelling of meat. This initiative seeks to have the same standards wherever people eat out. We are saying, 'Be open with your customers, so they can make informed choices.' This isn't a buy-British campaign; this initiative is all about clear consumer labelling."
The MLC said that restaurants like those at Claridge's, large chains, such as BHS, and pubs and independent catering outlets were already implementing the guidelines.
Chef and restaurateur Gordon Ramsay attended the launch to support the initiative. "I am proud of my ingredients and want to tell my customers where they come from," he said. "I believe customers have the right to be told."
Making menus transparent
- Include origins within specific dish descriptions, eg, rack of Cornish lamb.
- Add a broad statement to your menu, eg, "All steaks are Aberdeen Angus breeds from England or Scotland."
- Post your buying policy on the wall.
- State on menus that customers wishing to know the meat-sourcing policy should ask the waiter.
Source: www.britishmeatfoodservice.com