The Meat and Livestock Commission, (MLC), was set up by the

UK Government ga, Rialtas a Shoilse gd, Riaghaltas a Mhòrachd , image = HM Government logo.svg , image_size = 220px , image2 = Royal Coat of Arms of the United Kingdom (HM Government).svg , image_size2 = 180px , caption = Royal Arms , date_est ...

under the Agriculture Act 1967 with Government money with the remit to promote the sale of

red meat In gastronomy, red meat is commonly red when raw and a dark color after it is cooked, in contrast to white meat, which is pale in color before and after cooking. In culinary terms, only flesh from mammals or fowl (not fish) is classified a ...

. The MLC was previously an independent

non-departmental public body In the United Kingdom, non-departmental public body (NDPB) is a classification applied by the Cabinet Office, Treasury, the Scottish Government and the Northern Ireland Executive to public sector organisations that have a role in the process o ...

, but from 1 April 2008 it was superseded by the

Agriculture and Horticulture Development Board The Agriculture and Horticulture Development Board (AHDB) is a levy board funded by farmers and growers and some other parts of the supply chain. It aims to enhance farm business efficiency and competitiveness in the areas of: pig, beef and lam ...

Funding

The MLC's income derived from a levy on every slaughtered carcass with additional funding directly from the Government. it had an annual budget of £42 million for marketing and advertising to promote meat to the British population.Viva! - Vegetarians International Voice for Animals

Meat promotion

The MLC's remit was to ''"work with the British

meat and livestock industry The meat industry are the people and companies engaged in modern industrialized livestock agriculture for the production, packing, preservation and marketing of meat (in contrast to dairy products, wool, etc.). In economics, the meat industry ...

(cattle, sheep and pigs) to improve its efficiency and competitive position"'' and ''"to maintain and stimulate markets for British meat at home and abroad, while taking into account the needs of consumers."'' In 2000 alone, the MLC and the Government jointly funded a £4.6 million ad campaign to promote British pig meat.

Controversy

In 2006 the British arm of

People for the Ethical Treatment of Animals People for the Ethical Treatment of Animals (PETA; , stylized as PeTA) is an American animal rights nonprofit organization based in Norfolk, Virginia, and led by Ingrid Newkirk, its international president. PETA reports that PETA entities hav ...

(PETA) unveiled a poster linking eating meat with child abuse.BBC NEWS , England , Poster links meat and child abuse
/ref> The MLC branded the poster ''"irresponsible"''. However, the Advertising Standards Authority (ASA) agreed that PETA can continue to place ads expressing this point of view.,PETA UK >> Feat >> ASA Agrees: PETA Can Take Parents to Task for Feeding Kids Meat
stating that ''“While we recognised that some viewers would find the text used in the ad inappropriate, we understood that PETA had intended to convey that, in their opinion, feeding meat to children, and thereby exposing them to potentially harmful influences, was tantamount to abuse”''.

Notes

External links

* {{Authority control Department for Environment, Food and Rural Affairs Agricultural organisations based in the United Kingdom 1967 establishments in the United Kingdom 2008 disestablishments in the United Kingdom Organizations established in 1967 Meat industry organizations Advocacy groups in the United Kingdom

Funding

Meat promotion

Controversy

See also

Notes

External links