NSA appalled by Food Standards Agency campaign
19th March 2013
The National Sheep Association (NSA) is calling for the Food Standards Agency (FSA) to rethink a current advertising campaign, which focuses around beautifully presented lamb chops photographed in the bottom of an urinal.
FSA created the campaign as a way to encourage consumers to look for the food hygiene rating of restaurants and food outlets, but NSA and its members are appalled that lamb has been singled out and saddled with such a negative image.
Speaking on behalf of NSA, NSA Scotland Development Officer George Milne, says: “This advert is an absolute disgrace and portrays lamb is the worst possible way. Sheep farmers in the UK produce lamb to such an incredibly high standard – we have farm assurance inspections, full food-chain traceability, in-depth animal health and medicine records – and now we are faced with this photograph of lovely lamb cutlets in the bottom of a toilet. Even if you understand the message of the advert, which is not easy when the image is wrapped around bus shelters and telephone boxes, it still casts red meat in a very poor light.
“We have joint Government and industry funded bodies, such as Eblex and Quality Meat Scotland, spending money on advertising campaigns promoting red meat, only to be undermined by another Government-funded body using this terrible, terrible image. How could anyone in authority have given this the green light?”
John Geldard, NSA Chairman, has written to FSA voicing extreme displeasure and asking for the image to be removed from public places as a matter of priority.
He says: "I am furious and disgusted by the posters. It is clear no thought or consideration has been given to the sheep sector, following what has been an incredibly difficult winter for us. To place such negative connotations on what is a nutritious, healthy and natural product is diabolical. It makes me ask if FSA is fit for purpose, because the question mark is pretty large at the moment."
NSA has also made a complaint to the Advertising Standards Authority.
Notes to editors:-
- For more information contact Joanne Pugh, NSA Senior Communications Officer, on 07807 237982 or joanne@nationalsheep.org.uk.
- Information on the FSA campaign can be found at http://www.food.gov.uk/news-updates/campaigns/where-are-you-really-eating-out/#.UUhRAdZQa4I.
- NSA is an organisation that represents the views and interests of sheep producers throughout the UK. It is funded by its membership of sheep farmers and its activities involve it in every aspect of the sheep industry. It is a Company Limited by Guarantee registered in England (Registration No. 37818) and a registered charity in England and Wales (249255) and Scotland (SC042853).
