Beef and Lamb Promotion Council

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Beef and Lamb Promotion Council

Revised terms of reference and membership

Area of responsibility

1. MLC work on the advertising and promotion to maximise the potential of beef (and veal) and lamb (and mutton), their offals and products in which the meat content is derived from beef and sheep produced (i.e. grown) in Great Britain.

Terms of reference

The Beef and Lamb Promotion Council (BLPC) will:

(a). determine how the marketing strategy for beef and lamb products, first derived at the Cattle and Sheep Strategy Councils (SCs), should be implemented and agree the targets for the plan;

(b). accepting that the interests of the producers must be protected, to inform the Cattle and Sheep Strategy Councils and the Commission of the amount of money required to deliver the plan and recommend the amount of promotion levy that it is reasonable to seek to support this;

(c). determine the timing of promotional programmes in the light of forecast supply levels and market situations;

(d). advise the Commission and the SCs on market research required to measure the overall effectiveness of the Council's promotion activities;

(e). review regularly the aims, progress and achievements of targets of promotional work in the defined area of responsibility (shown in para. 1);

(f). consider reports on the income and expenditure of the beef and lamb promotion funds (see para. 3 below);

(g). accepting that the interests of the producers must be protected, to agree the allocation of funds to promotion programmes for beef and lamb (to be met from the beef and lamb promotion funds) as directed by the strategies.

Beef and lamb promotion funds

3. The beef and lamb promotion funds will consist of the proceeds of any additional levies (or part of levies) specifically raised for the promotion of these 2 species.

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