HC Deb 18 February 1994 vol 237 cc1056-9W
Mr. Matthew Taylor

To ask the Minister of Agriculture, Fisheries and Food if she will list all television advertising, newspaper advertising, radio advertising and other promotional campaigns with a budgeted cost in excess of £10,000 conducted by her Department(a) in the current financial year and (b) planned for 1994–95, showing for each the objectives and mechanisms for assessing the effectiveness of the advertising.

Mr. Jack

Publicity campaigns with a budget cost of over £10,000 in the current year are as follows. Plans for

Campaign Objective Mechanisms for assessment
"At the Farmer's Service" To generate greater awareness of the Ministry's services to farmers and growers through promotion of the "At the Farmer's Service" publication. Monitoring take-up of publications ordered or distributed via exhibitions or direct mail.
"Balance in the Countryside" Campaign To provide factual information and promote better understanding of MAFF's environmental responsibilities. Market research.
"The Continental Challenge" Conference To alert British food suppliers to the opportunities on the continent and introduce them to buyers there. Assessed by the response of attending delegates.
"Don't Import Disease" Campaign To generate awareness of changes to the regulations for importation of livestock from EC countries among farmers and importers. Absence of imported cattle with diseases and early identification and isolation of diseased stock.
Environmentally Sensitive Areas (ESAs) Campaign To promote public awareness of MAFF's role in managing ESA's and publicise the availability of grants to farmers. Market research and uptake of grants by farmers.
"Foodsense" Campaign To educate and inform the general public about food and food safety. Market research
Guidance on the Transport of Casualty Animals for Slaughter Campaign. To improve standards of animal welfare by providing guidance on procedures and regulations for the transport of casualty animals. Assessment of improvements monitored by veterinary officers and animal health inspectors.
Heat Stress Campaign To improve animal welfare by increasing livestock farmers' awareness of the conditions which may cause heat stress. Assessment of improvements monitored by veterinary officers and animal health inspectors.
Joint Imports Campaign To build and maintain awareness of the regulations on the import of meat and plant materials from abroad. Market research.
Pesticide Poisoning of Wildlife Campaign. To stop the illegal poisoning of wildlife. To raise public awareness and support for the campaign itself. Monitoring the level of suspected poisoning incidents and use of a campaign telephone number for reporting incidents.
Plant Health Campaigns To promote awareness to the trade and the public of the regulations on the importation and exportation, for domestic and commercial use, of plants and plant materials. Qualitative measurement of enquiries to MAFF's plant health and seeds inspectors and uptake of leaflets distributed.
Rabies Campaign To maintain awareness of quarantine regulations Market research.
Small Producers of Food To advise small producers of sources of help available. Assessed by responses by recipients.
Straw and Stubble Burning Campaign Aimed primarily at farmers, to remind them that burning has now been banned but also to inform the general public. Monitoring of levels of prosecution for illegal burning.
Warble Fly Campaign To promote and build awareness of the lifecycle of the Warble Fly and encourage early detection on cattle. Animal health officers provide qualitative assessment of the campaign based on uptake of leaflets and responses/feedback from the target audience.
Animal Welfare Exhibition stands at major livestock events. To support animal welfare campaigns. Assessment by quantitative means based on uptake of booklets at trade exhibitions/events and resulting enquiries and follow-up action with veterinary staff.
IACS Advice to the agricultural industry about the requirements of the IACS scheme. Monitoring of numbers attending seminars around the country.
Export and Trade Promotion Promoting the United Kingdom agrifood industry at home and abroad. Enquiries taken at fain are disseminated to the trade. Companies subsequently contacted on a 10 per cent, sample basis to assess the effectiveness of the presence at the fair.
National Agricultural Exhibitions Supporting campaigns directed at the agricultural industry across the board. Enquiries received and information given out.

1994–95 are in the process of being finalised, and detailed budgets, are therefore not yet available.