EBLEX launches new brand

The St George brand of beef and lamb will be the centre of attention on the English Beef and Lamb Executive (EBLEX) stand at the show, which began over the weekend (3 March) and continues until 11 March.

Disguised as an English pub, the EBLEX stand will feature displays of beef and lamb and will be the centre for tasting sessions of the meats cooked by two French chefs from the Academie Culinaire de France.

As well as launching the St George brand, EBLEX will also display live sheep with Hampshire, Meatlinc and North of England Mules.

Andrew Garvey, EBLEX head of marketing, said: "The SIA Show is an extremely important annual event which draws interest from traders, restaurateurs, supermarkets, farmers, consumer organisations and the Press.

"It provides us a showcase where we can show off the excellence of English beef and lamb to a wide section of the French industry as well as French consumers."

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