A new campaign to identify the origin of meat in foodservice sector has been launched.

The MLC is behind the campaign to encourage the sector to be more transparent about meat origin.

It has developed a series of best practice guidelines with the support of the National Consumer Council, the Food Standards Agency and the Local Authority Coordinating Office on Regulatory Services.

MLC chairman Peter Barr said: “Our research shows 71% of consumers believe the meat
they eat when they eat out is British. The reality is 40%.”

He said the retail sector was generally good at naming the country of origin and it was time the foodservice followed.

The initiative was launched this week by chef Gordon Ramsay at Claridge’s and is already receiving support from all areas of the catering sector, Barr said.