Brazil seeks to avert beef ban

Brazilian beef producers and exporters are to mount their first European PR campaign amid concerns that the European Union could bring in a ban following concerns over foot-and-mouth disease.

The Brazilian beef industry has hired London agency Richmond Towers Communications to target trade and consumer audiences.

The move signals Brazil’s intention to fight back as the National Farmers’ Union lobbies the EU for a ban.

‘There are short-term issues to address and a longer-term campaign to initiate,’ said Richmond Towers director Rob Metcalfe.

‘We will ensure the Brazilian message of quality, safety and value is understood.’

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