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