BACK in 1984, Wendy’s burger chain in the United States launched a TV ad campaign to promote the size of its filling compared with rivals. It derided a competitor’s ‘home of the big bun’ product by getting a little old lady to poke it and demand: where’s the beef?

As a catchphrase, it swept America and even emerged in the primaries for the presidential election when Walter Mondale mocked candidate Gary Hart with the same expression, to question the substance of his policies.

It is also a demand that should be echoing around Guernsey now that the folly of the island paying hundreds of thousands of pounds to incinerate quality meat that could otherwise be eaten has finally been exposed.

That this has been dragging on for so long at such high cost – about £200,000 a year – is almost irrelevant.

What’s important is to get action to stop the appalling waste of what could be a premium food resource and a boost to farmers as they try to run their local businesses.

Islanders like local produce and are prepared to pay for it. Guernsey beef ought to be able to command a higher price and, if Herm’s example when it had its own supplies is anything to go by, there is a ready demand just waiting to be supplied.

Looking at the length of time that has elapsed for nothing to happen suggests that no one is taking this seriously and no one in authority is looking for a solution. Easier, by far, to highlight the problems.

While the existing abattoir is far from ideal, the States track record on finding a replacement suggests it will be in place for a few more years yet. And since taxpayers currently spend £200,000 a year on cattle compensation payments and incinerating the carcasses, the £400,000 needed to upgrade the facility would quickly be recouped – excluding the benefit of selling the meat.

From the would-be consumers’ point of view, 30-month-old Guernsey beef is only off limits because of a technicality and farmers are keen enough to be able to sell it.

So is it really beyond the ability of the entire States machine to get it back on islanders’ plates?