OpenLegislation

Annex

United Kingdom

Original text. Later amendments are not shown.

The following guidelines concerning poultrymeat are added to Annex II to Regulation (EC) No 1071/2005:

‘POULTRYMEAT

1.

General analysis of the situation

The crisis of consumer confidence in poultrymeat resulting from the reports on avian influenza in the media has resulted in a substantial fall in consumption. Consumer confidence in poultrymeat of Community origin should therefore be strengthened.

To achieve this, objective information on Community production systems (marketing standards) and the controls required should be provided in addition to the general legislation on controls and food safety.

2.

Goals

  • The information and promotion campaigns are restricted to products made in the EU.

  • The aim is to:

    • ensure that objective and complete information is provided on the rules for the Community and national production systems for the safety of poultrymeat products; in particular consumers must be provided with complete and precise information on marketing standards;

    • inform consumers of the diversity and organoleptic and nutritional properties of poultrymeat;

    • draw consumers’ attention to traceability.

3.

Target groups

  • Consumers and consumer associations.

  • The person responsible for shopping in the household.

  • Institutions (restaurants, hospitals, schools, etc.).

  • Distributors and distributors’ associations.

  • Journalists and opinion formers.

4.

Main messages

  • Poultrymeat marketed on the territory of the EU is governed by Community rules covering the entire chain of production, slaughter and consumption.

  • Safety measures are in place, including controls.

  • General health advice on the handling of food products of animal origin.

5.

Main channels

  • The Internet.

  • PR contacts with the media and advertising (scientific and specialised press, women’s press, newspapers and food and cookery magazines).

  • Contacts with consumer associations.

  • Audiovisual communication.

  • Written documentation (folders, brochures, etc.).

  • Point-of-sale information.

6.

Duration and extent of the programmes

The programmes must provide national coverage at least or relate to more than one Member State.

From 12 to 24 months, with a preference for multi-annual programmes with targets laid down for each stage.’