Shandwick has won a four-way pitch to handle public affairs and PR
for food safety organisation Assured British Meat, on a retainer
Assured British Meat’s aim is to develop a recognisable safety assurance
mark across the meat production chain, from the farm to supermarket
The body was launched earlier this year in response to consumer concerns
about meat safety. It is partly funded by the Ministry of Agriculture,
Fisheries and Food. Shandwick, which worked for Assured British Meat on
a project basis during its launch in January, will handle media
relations, monitoring and build contacts.
The brief includes liaising with organisations such as the Scottish
Quality Beef and Lamb Association and Farm Assured Welsh Lamb, which
operate existing quality and safety schemes and with animal feed
manufacturer, farming, abattoir and retail trade associations. Shandwick
will also ensure that the organisation’s proposals comply with EU food
safety legislation and that it is represented at next week’s
agricultural fair, the Royal Show in Warwickshire.
Clive Dibben, market development manager at Assured British Meat, said:
’We will develop an assurance chain so that every stage of the process
will have gone through a certified assurance. Shandwick will fill our
need for ongoing corporate relations advice.’
It’s a question of linking together what can be a long and fragmented
chain so each link is providing a safe product.