Beefy leads campaign for older beef

The new animated advert is part of a campaign by the Eng-lish Beef and Lamb Executive (EBLEX) following changes in the Over Thirty Month rules. The commercials spearhead a wide-ranging basket of activities including work with the SportsAid charity, promotions with supermarkets and independent butchers, and a raft of radio interviews with former England cricketer Ian "Beefy" Botham.

A special limited-edition recipe booklet Mince Magic, featuring recipes from major sporting stars is also being produced as part of the package. EBLEX Chief Executive Richard Ali, said: "It is important for the industry that beef from older cattle achieves a smooth return in volume onto the market. The campaign will draw the attention of consumers to quality minced beef and remind them of the myriad ways in which it can be used as part of a healthy, balanced diet."

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