The first British beef to be sold in Europe since the end of the foot-and-mouth crisis left a south Wales processing plant on Wednesday bound for Holland.

Exports of beef have been banned for 19 months because of the disease.

I hope that the consignment is the first of many

Paul Murphy Welsh Secretary

But the container load is being deliberately labelled "Welsh" instead of "British" in an attempt to beat the stigma attached to British beef.

In reality, Wales was no less affected by foot-and-mouth disease than the rest of the country.

The factory in Merthyr Tydfil, where the beef has been processed, has had to comply with strict European guidelines governing the export of meat.

Welsh Secretary Paul Murphy described the deal as great news for the Welsh farming industry - and for Britain.

"Not only is this the first export order of British beef since the foot and mouth outbreak," he said, "but it is also the first time that exported beef will bear the Welsh Beef logo."

People want the meat back

Frans Bon, Ven International, Holland

"I hope that the consignment is the first of many."

Frans Bon, chef de cuisine at Ven International, Holland's biggest wholesaler of Welsh beef, said the meat was very popular with customers.

"Our customers want quality with a good taste," he said.

Popular

"In the past we have had the Welsh beef brand. People want the meat back."

He said the Welsh brand was seen as "exclusive" in Holland and was still popular despite competition from Dutch and Irish beef.

The last confirmed case of foot-and-mouth was recorded on 20 September 2001.

At the height of the crisis - which began in February 2001 - the number of cases reached more than 2,000.

Millions of animals were destroyed and British beef exports were banned.

Tests on a bull showing symptoms of foot-and-mouth disease at a farm in Cornwall on Monday, proved negative.