The Farmers' Union of Wales has criticised a food hygiene campaign run by the Food Standards Agency, which shows a lamb chop in the bottom of a urinal.
The Welsh meat industry has reacted angrily to a new campaign by the Food Standards Agency that puts lamb in the toilet.
A poster depicting lamb chops at the bottom of a urinal advises people to check the hygiene rating of restaurants - but critics say it's a marketing disaster for Welsh lamb, as Lorna Prichard reports.
– Food Standards Agency spokespersonThe advert does show some delicious-looking lamb in a strange setting. We are not saying there is a problem with lamb.
We are simply reminding consumers to check hygiene standards when eating out, and not just the appearance of an establishment, as this could be deceptive.
We trust the intelligence of the public on this one. We don’t think anyone will be put off eating lamb by this advert.
– Emyr Jones, President of the Farmers' Union of WalesIt is plain idiocy that the repercussions of such an advertisement were not spotted by the FSA. It's little wonder that criminals were able to pass off horsemeat as beef under the FSA's noses if they were too busy dreaming up inflammatory and misleading messages like this.
If premises have standards of hygiene which are akin to food being served in urinals then the FSA should deal with them.
Launching a publically-funded campaign like this and associating a top quality product with standards of hygiene which should result in premises being closed down is absolute madness and a disgrace.
The National Sheep Association has also criticised the inclusion of lamb in the FSA's campaign.
Welsh farmers have criticised a campaign by the Food Standards Agency which shows a lamb chop placed in the bottom of a urinal.
"We are appalled that lamb has been singled out to portray such a negative and extreme message", Farmers' Union of Wales president Emyr Jones said.
The union has demanded that the FSA removes the images from all public places immediately.