Kite flying: the role of marketing in the post‐BSE British beef export industry Available to Purchase

Outlines the role of the Meat Livestock Commission in dealing with the BSE/CJD crisis in the UK meat industry. It covers the re‐launch of British beef, the history of the BSE crisis, the decline of the export market for beef and the increasingly political nature of the world beef and meat markets. In addition, the article assesses the impact of supermarkets, government and environmental concerns and the development of this key industry. The issue of reputation alongside natural products is considered and the complexities of a fragmented market. Suggests that there is no quick and easy fix to the re‐establishment of UK roast beef as a premier brand.