Agricultural organisations from England, Scotland and Wales are uniting in a new initiative which will see them work together to communicate the benefits of red meat in a balanced diet as part of a reinforced meat and health programme.
Quality Meat Scotland (QMS), Hybu Cig Cymru (HCC) Meat Promotion Wales and AHDB are uniting behind a jointly-funded programme of activity to collectively raise consumer awareness of red meat’s positive messages.
This interim arrangement is in place while a long-term solution is sought on the issue of levies being collected at point of slaughter in England, for animals which have been reared in Scotland or Wales.
Carol McLaren, director of marketing and communications at QMS, added: “Farmers and others working at each step of the red meat production chain take huge pride in the care and commitment which goes into producing a safe and nutritious product.
“This new programme of activity offers an excellent opportunity to work closely with our sister organisations in England and Wales to collectively raise the profile of red meat’s positive health and sustainability messages.”
This is the first time the three organisations – which each have their own health and education programmes – have delivered a united GB-wide programme of health activity behind beef, lamb and pork.
The 2018/19 programme of shared activity, involving QMS and HCC, has already started, and will see a greater focus on proactive campaigns aimed at providing consumers with balanced and evidence-led advice on the role that meat can play in a healthy, balanced diet.
There will be a strong focus on social media and press activity targeted at engaging younger consumers in recognition of the growing interest in health.
“There is a wealth of evidence to demonstrate that red meat is packed with nutrients such as zinc, B vitamins and potassium,” said Christine Watts, chief marketing and communications officer at AHDB.
“This industry has a great story to tell, not just in terms of nutrition, but in terms of sustainability and environmental harmony. This reinvigorated programme will help to get these messages to consumers enabling them to make an informed and balanced choice.”
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
