Annual review documents EBLEX achievements

Annual review documents EBLEX achievements

Potential annual growth in the beef and lamb retail market of £88 million resulted from £45,000 spent on product development work, while a £1.2 million investment in market intelligence led to the publication of free market updates worth £8.75 million to the industry, according to the EBLEX 2012/13 Annual Review.

The review, which was previously called the ‘levy payer report,’ is designed to take information from the annual report of the Agriculture & Horticulture Development Board (AHDB), of which EBLEX is a division, and present it to levy payers in a way which is easy to interpret. The publication has been given a facelift this year in order to demonstrate even more clearly how the English beef and sheep levy is being spent by giving examples of the return on investment of certain key activities.

Achievements documented in the report include the £11 million increase in the value of sheep meat exports to non-EU markets in 2012, following an investment of £401,000 in our on-going campaign to open additional non-EU export markets.

The publication also highlights the £17 of media coverage generated for every one pound spent on consumer PR campaigns during the 2012/13 financial year, including Master Butchery, featuring TV butcher Henry Herbert, Christmas ‘Festive Fairies’ with Strictly dancer Camilla Dallerup and the 5by25 initiative, aimed at getting young people cooking with beef and lamb.

EBLEX sector director Nick Allen said: “The annual review is our opportunity to show how we’re using the levy to improve efficiency and add value to the beef and sheep meat industry in England.

“Hopefully levy payers will agree that the new format paints a clearer picture of how the levy is being spent across the range of activities that EBLEX undertakes on behalf of the sector.”

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