Shandwick is retained by Assured British Meat

Shandwick has won a four-way pitch to handle public affairs and PR for food safety organisation Assured British Meat, on a retainer basis.

Shandwick has won a four-way pitch to handle public affairs and PR

for food safety organisation Assured British Meat, on a retainer

basis.



Assured British Meat’s aim is to develop a recognisable safety assurance

mark across the meat production chain, from the farm to supermarket

shelves.



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.



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