The Meat and Livestock Commission has taken steps to head off a food scare it believes is poised to strike in the UK.
Publication in medical journals on both sides of the Atlantic of research linking meat eating with colo-rectal cancer is believed to be imminent. There are fears reports of the findings in the mainstream media could threaten booming sales.
The MLC has taken the precaution of commissioning the British Nutrition Foundation to come up with an objective assessment of meat in the diet.
Earlier this year the MLC-backed British Meat Nutrition Education Service was launched to send out pro-meat messages to the medical profession.