The decision to develop an English quality brand has been made by the English Beef and Lamb Executive (EBLEX) and follows extensive market research.
Branding is one of the four cornerstones of an EBLEX strategy, which attempts to identify future developments. "English quality as a brand is shown by our research to have a high potential acceptance among consumers," said Andrew Garvey, EBLEX marketing manager.
"The English brand has clearly never been exploited, yet it has many positive associations and few negative ones. Our Tuck-in campaign is encouraging people to think about where their meat comes from and begins to set the scene for the introduction of the brand, which will be the next phase."
EBLEX board member John Putt said: "We want to meet consumers' needs so that they can say about the English brand: 'I love it and I trust it'.
"One thing is for certain - it will be an exciting development when it is announced next year."
The other three cornerstones of EBLEX's strategy are external drivers,creating and adding value and pen and effective communication. The move towards an English quality identity comes just six months after EBLEX was officially set up on 1 April this year.