AHDB guides to promote nutritional value of red meat
AHDB has published guidance on what health claims can be made about beef, lamb and pork to help retailers, processors and producers promote red meat.
In the same way, health care professionals, including nutritionists and dieticians will be able to find in the guides legally compliant, factual information and help communicate this to the public and commercial audiences.
The levy body states it has worked closely with trading standards officials in Buckinghamshire and Surrey to get over 70 key messages on nutrition approved to help positive messaging on beef, lamb and pork in the diet.
Three separate Nutrition and Health Claim Regulations guides have been published and are now available online to support marketing across the UK.
The claims in the guide can potentially be used by retailers for labelling, as well as for shelf edge, promotional materials, recipes, websites and advertising.
The work is part of AHDB’s strategy to positively influence and modify consumer understanding and behaviour towards beef, lamb and pork in a healthy and balanced diet.
Laura Ryan, AHDB senior strategy director for Beef and Lamb, commented: “Our own market research shows that health is becoming a more prominent driver for consumers when purchasing food, but the consumption of beef, lamb and pork, as part of a healthy balanced diet, is often challenged and undermined by negative misconceptions.
“With the release of the guides the AHDB aims to demonstrate how red meat can be accurately promoted to consumers, using scientifically substantiated nutrition and health claims, expressed in a clear, consumer-friendly language.
Ryan added: “Certain immediately recognisable nutritional messaging resonates more with some groups than others, so it is likely that the selection of the claims used may be influenced by the target audience of a particular promotional campaign.
“For example, older people were found to be more interested in eyesight, bone health and mental function. Those with children were more interested in bone health, protein and immunity support.”
The guides can be found online.