DG AGRI has commissioned a communications programme from CONSILIA to arrest the decline of, and restore confidence in the beef and veal market by co-ordinated efforts in the member states affected. This will be a two-stage programme.

The first stage will concentrate on reassurance and, where possible, will include the more effective promotion of quality labelling. The idea behind the campaign must be that the industry has nothing to hide, and the style of communication will need to be solid and factual. The Internet will play an important role in this stage.

Stage two will start when beef consumption has either stopped falling or is showing slight signs of increase. Its aim will be to persuade consumers that beef is a good food and that they are missing something by not eating it. This will involve initiatives such as radio advertising, endorsements from celebrity chefs and magazine articles. CONSILIA planned the campaigns and assisted in steering them through the member states decision making bodies. CONSILIA is now assisting with implementation.