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Kite flying: the role of marketing in the post‐BSE British beef export industry

Kite flying: the role of marketing in the post‐BSE British beef export industry Outlines the role of the Meat Livestock Commission in dealing with the BSE/CJD crisis in the UK meat industry. It covers the re-launch of British beef, the history of the BSE crisis, the decline of the export market for beef and the increasingly political nature of the world beef and meat markets. In addition, the article assesses the impact of supermarkets, government and environmental concerns and the development of this key industry. The issue of reputation alongside natural products is considered and the complexities of a fragmented market. Suggests that there is no quick and easy fix to the re-establishment of UK roast beef as a premier brand. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Kite flying: the role of marketing in the post‐BSE British beef export industry

British Food Journal , Volume 102 (5/6): 11 – Jun 1, 2000

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References (8)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070700010329362
Publisher site
See Article on Publisher Site

Abstract

Outlines the role of the Meat Livestock Commission in dealing with the BSE/CJD crisis in the UK meat industry. It covers the re-launch of British beef, the history of the BSE crisis, the decline of the export market for beef and the increasingly political nature of the world beef and meat markets. In addition, the article assesses the impact of supermarkets, government and environmental concerns and the development of this key industry. The issue of reputation alongside natural products is considered and the complexities of a fragmented market. Suggests that there is no quick and easy fix to the re-establishment of UK roast beef as a premier brand.

Journal

British Food JournalEmerald Publishing

Published: Jun 1, 2000

Keywords: Marketing; Supply chain; Export; Beef; Meat

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