Promoters unite to fight ‘ill-informed’ messages

EDUCATION: Farming bodies from Scotland, England and Wales collaborate to advocate the positive benefits of red meat

Farm promotion bodies from Scotland, England and Wales are joining forces to explain the benefits of eating red meat as part of a balanced diet, an issue on which they believe consumers are often ‘duped’ by pseudo-science or illinformed commentary.

Quality Meat Scotland (QMS), Hybu Cig Cymru (HCC) Meat Promotion Wales and AHDB are uniting behind a health-based red meat programme, financed through a £2 million fund which can only be used for collaborative projects.

This is the first time the three bodies, which each have their own health and education programmes, have delivered a united Great Britain-wide programme of health activity focused on red meat.

“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.

“Despite this, consumers are often duped by pseudo-science or ill-informed and sensationalist reporting encouraging them to cut down on their meat consumption or cut it out altogether. This can be highly dangerous, especially for certain groups who are deficient in vital nutrients such as iron.

“This industry has a great story to tell, not just in terms of nutrition, but in terms of sustainability and environmental harmony. The programme will help to get these messages to consumers, enabling them to make informed choices.”

Core input for the initiative will be provided by the Meat Advisory Panel which includes authoritative doctors, surgeons and nutritionists who communicate with consumers and health care professionals on the benefits of red meat in a healthy, balanced diet. Panel members also work to ‘debunk many of the myths associated with red meat consumption’.

“This new programme is 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,” said Carol McLaren, director of marketing and communications at QMS.

The joint initiative also represents an interim sharing of levy resources at a time when QMS, HCC and AHDB are continuing to seek longer-term solutions concerning what should happen to levies which are collected at point of slaughter in England for animals which have been reared in Scotland or Wales.

This has been a long-running issue for farmers in Scotland and Wales who have repeatedly campaigned for the return of ‘lost’ levy income, resulting in a compromise agreement in February this year when £2m was designated as being for collaborative use only.

The promotion comes ahead of the big autumn livestock sales.