TRADEPRESSRELEASE EMBARGOEDUNTILTHURSDAY20thOCTOBER

NFUinvestsinBeefNFUtolaunchintegratedBritishBeefawarenesscampaign

The National Farmers Union (NFU) is launching a new campaign to promote British beef as anexceptionallyversatileandnourishingmealoption.The integratedcampaignwill targetconsumerswithdigital,PR,advertisingandretailerengagementtoinspirecookstoputBritishbeefonthemenufortheirfamiliestocreatenutritious,greatvaluemeals.Working closelywith Ladies inBeef the campaignwill be frontedby LyndaBellingham,a farmer’sdaughterand starof ITV’s LooseWomenandCalendarGirls. Ladies inBeefwas launchedbyHRHPrincess Anne, The Princess Royal in March 2011, and promotes awareness of the quality andversatility of British beef to consumers using its country‐wide network of dynamic lady beef‘champions’.AlltheladiesareBritishbeeffarmersandproudofit!Atitscentre,thecampaignwillfeatureanewinteractivewebsitewww.greatbritishbeef.co.uktogolive in lateNovember 2011.www.greatbritishbeef.co.ukwill feature hundreds of simple and easybeefrecipestoshowcasetheversatility,valueandnutritionalbenefitsofbeef.Thewebsitewillhostmany interactive features, including video cookalongs with Lynda Bellingham and a meet thebutchersectionwhichoutlinesvaluecuts,newcutsandhowtochoosethebestbeef.Thecampaignwillbeextensivelynetworkedviasocialmedia(Facebookandtwitter).AtraditionalPRcampaignwithLyndaBellinghaminNovemberwillseenational,radioandTVexposure.LeadingretailersarebackingthecampaignwithAsdaandMorrisonsagreeingtothrowthepoweroftheirsocialmedianetworksbehindtheefforttoensuremillionsofconsumersaremadeawareandtheyarealsocontributingshoppingvouchersasprizes.TheNFUiscurrentlynegotiatingwithothermajorsupermarketsandhopestobeabletoannouncetheirsupportsoon.An advertising campaignwill launch concurrently acrossOlive,Delicious andBBCGood Foodwebportals.ThesitepromotesRedTractorAssuranceandwill linktotheNFU’sexistingconsumerwebportalsWhyFarmingMattersandwww.countrysideonline.co.uk.AlistairMackintosh,ChairmanofNFULivestockBoardandaCumbrian livestock farmersaid,“Iamtremendouslyproudofthehighqualitybeefweproduceinthiscountry–there’snothinglikeitforproviding a hearty, nutritious and affordablemeal.Wewant to support our beef farmers with acampaign which is going to really capture the imagination of cooks around the country andencouragethemtothinkofbeefwhentheyareplanningameal.WewantshopperstolookfortheRedTractorlogotoensurethattheirbeefmeetshighstandardsoffoodsafetyandhygiene,animalwelfareandenvironmentalprotectionandtheflaggivesshoppersanassuranceaboutthecountryof

origin By buying British beef, consumers are helping to support the UK’s rural economy andcontributetoabeautifulfarmedcountryside.”MinetteBattersfromLadiesinBeefsaid,“Weareproudtosupportthisinitiativeaswe’repassionateabout British beef. Our aim is to share with people the quality and versatility of British beef byraising awareness throughour country‐widenetworkof dynamic ladybeef ‘champions’.WehopethateveryonehelpssupportBritishfarmersbybuyinglocallywheneverpossible.”For more information please contact Ashley Dow or Kat Simon on 020 8960 8950 or emailAshley@greenrow.co.ukorkatherine@greenrow.co.uk.

‐Ends–AbouttheNFU:The NFU champions British farming and provides professional representation and services to itsFarmerandGrowermembers.Tofindoutmoregotohttp://www.nfuonline.com/AboutLadiesinBeef:LadiesinBeefisaneworganisationoffemalebeeffarmerswhocarepassionatelyaboutBritishbeef.ThegroupwasformedtohelppromoteanddriveawarenessofthequalityandversatilityofBritishbeeftoconsumersusingacountry‐widenetworkofdynamicladybeef‘champions’.AlltheladiesareBritishbeeffarmersandproudofit!

AboutRedTractor:Red Tractor, run by not‐for‐profit organisation Red Tractor Assurance, is recognised as the UK’sleadingquality foodassurancemarkguaranteeing foodsafety,qualityand traceability.Put simply,RedTractormeansGreatFood,GreatFarming.Red Tractor is backed by farmers and growers, food producers, processors and packers who areindependently inspectedtoensuretheyaremeetinghighstandardsofproductionrelatingto foodsafetyandhygiene,animalwelfareandenvironmentalprotection.Highprofilesupportcomesfromthegovernment,leadingsupermarketchainsandmanyofBritain’sfoodbrandsandrestaurants.TheUnionFlagintheRedTractorlogoprovidesanindependentlyverifiedguaranteetoconsumersoftheproduct’sprovenance/originandshowsthefoodisfullytraceablebacktoBritishfarms.