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Arise 'Sir Beefy'
19/06/07

The English Beef and Lamb Executive (EBLEX) has sent its warm congratulations to Ian Botham who was made a Knight Batchelor in the Queen's Birthday Honours List.

Beefy

Beefy

Sir Ian, who was awarded his knighthood for his charity work and his services to cricket, is also familiar to millions of viewers as the voice of, and inspiration for, the 'Beefy' half of the popular 'Beefy and Lamby' cartoon characters in the EBLEX Quality Standard Mark television adverts.

John Cross, EBLEX Chairman said: "EBLEX is delighted that Sir Ian's tireless charity efforts on behalf of Leukaemia Research, together with his spectacular contributions to cricket have been recognised in this way. We are writing to Sir Ian to send him our congratulations and best wishes."

The fourth advert in the Beefy and Lamby series 'Doppleganger'- which features umpire Dickie Bird masquerading as an imposter 'Beefy' - is currently being screened on TV

The latest independent research, published last month in the wake of the launch of 'Doppleganger' shows that 60% of consumers surveyed recognised the Quality Standard Mark brand and that 78% of consumers believed it stood for quality beef and lamb.

link English Lambs Improve in Carcase Quality
link NFU urges retailers to support UK lamb producers
link Farm animal diversity under threat

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