Welsh lamb is featuring in a national TV campaign this month, starring up-and- coming Welsh actor Matthew Rhys. It aims to build a link between Wales' rainy climate and rugged scenery and the succulent meat.
Eblex has banned bos indicus genes in beef carrying its QSM in order to raise eating quality. The gene, common in Brazilian herds, is said to produce tougher, less tasty meat.
Best beef in the land
Asda beef producer Graham Morgan won the award for best commercial beef carcase at the Royal Show, allowing Asda to claim it sold the best beef in the land. The meat has gone on sale at its Trafford Park store.