Farmers urged to back meat and dairy campaign
FARMERS are being encouraged to get involved in a new national advertising campaign to promote the nutritional benefits of meat and dairy products.
The Agriculture and Horticulture Development Board’s “Eat Balanced” campaign will hit TV screens in the new year to counter the tide of misinformation surrounding a plant-based food diet.
The £1.5million campaign will also appear on social media, digital and supermarket packaging and also showcases Britain’s world-class standards in food production and sustainability.
The initiative will be built around three key messages, which the board believes can become a drum beat for the farming industry: Meat and dairy contain vitamin B12, an essential nutrient not naturally present in a vegan diet
Red meat and dairy from Britain is produced to world-class food and farming standards
Red meat and dairy from Britain is among the most sustainable in the world
The board’s chief marketing and communications officer, Christine Watts, said: “In Britain we have so much to be proud of when it comes to the food we eat, how it is produced and the entire journey from farm to fork.
“Our farmers operate to some of the highest standards in the world and this campaign aims to balance the negative commentary around farming as well as the importance of eating red meat and dairy as part of a balanced and healthy diet.
“The Agriculture and Horticulture Development Board is championing a message for consumers for a bright new year – eat balanced: enjoy the food you eat.”
Rural insurer the NFU says it has designed the Rethinking Ruminants Member Toolkit, aimed at supporting its members to confidently communicate key, and sometimes complex, messages surrounding environment and climate change, health and nutrition, animal health and welfare
The organisation’s toolkit considers common claims and misconceptions around alternatives to meat and dairy products, and includes tips for members to engage with the public and positively tell their own personal story of British dairying and livestock farming.
To find out more visit www.nfuonline.com.