TV celebrity fronts red meat campaign for mid-week meals
Spencer Matthers, 2018 Celebrity Masterchef runner up and reality TV star is backing a campaign concerning the value of lean red meat in a healthy and balanced diet.
Agriculture and Horticulture Development Board (AHDB), Hybu Cig Cymru – Meat Promotion Wales (HCC) and Quality Meat Scotland (QMS) are all part of the ongoing collaboration launched across the UK.
The campaign aims to help counter critisisms of red meat in the media and highlight the importance of it in a balanced diet.
Matthews will be posting recipes on his Instagram page reaching over 700,000 followers. He will be promoting three new mid-week meal recipes.
AHDB, QMS and HCC will also be sharing the recipe videos that focus on the nutritional advantages of beef, pork and lamb, in line with EU authorised nutrition and health claims.
Jane King, AHDB CEO, said: “This campaign aims to highlight the nutritional benefits of red meat in a fun way for consumers.
“We wanted to highlight how red meat can continue to feature as a versatile ingredient in a healthy, balanced diet and are keen to see how everyone reacts and engages with the content we have developed together.”
Gwyn Howells, chief executive of HCC, said: “Through these fun and light-hearted videos, we hope to reach wavering consumers across the UK to reassure them that red meat can be a delicious and nutritious part of a simple mid-week meal.”
The campaign is financed by a ring-fenced £2 million budget fund from AHDB levy collections, used for joint activity with QMS and HCC. A long-term solution is continuing to be sought on the issue of levies being collected at point of slaughter in England for animals that have been reared in Scotland or Wales.
Alan Clarke, chief executive of QMS, summed up: “We are thrilled to be working with Spencer Matthews on this campaign. It is fantastic to see him cooking with such high-quality, fresh ingredients that the whole family can enjoy. We now hope this will inspire Spencer’s extensive following to give these quick and easy recipes a go in their own homes.”