Levy row will be eased by co-operative marketing

A new collaborative campaign promoting the benefits of red meat in a balanced diet will form the backbone of the interim arrangements for the repatriation of red meat levies.

The joint project announced yesterday will see Quality Meat Scotland (QMS), Meat Promotion Wales and the Agricultural and horticultural development Board (AHDB) uniting behind a programme to raise consumer awareness of the dietary benefits of red meat.

The initiative – financed as part of the arrangements which will see £2 million fund of AHDB red meat levies ring-fenced for collaborative projects – will remain in place while a long-term solution is sought on the issue of levies being collected at point of slaughter in England for animals born and reared in Scotland or Wales.

The collaboration will mark the first time the three organisations – which each have their own health and education programmes – have delivered a united Gb-wide project focusing on the health, welfare and environmental benefits of choosing British-reared beef, lamb and pork.

The 2018-19 programme, which begins this month, 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 – backed up by the creation of a new Meat Advisory Panel (MAP) which will consist of independent doctors, surgeons and nutritionists who will spell out some of the benefits of red meat and debunk many of the myths promulgated by anti-meat campaigners.

Environmental messages will also highlight the key role played by both livestock and farmers in grassland areas.

“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,” said Carol Mclaren, director of marketing and communications at QMS. “This new programme offers an excellent opportunity to work with our sister organisations in England and Wales to collectively raise the profile of red meat’s positive health and sustainability messages.”

Rhys Llywelyn, market development manager with the Welsh body added: “It’s important that the industry is on the front foot and making the case for the many health benefits of lamb, beef and pork.”

Christine Watts, chief marketing and communications officer at AHDB, said that despite the nutritional benefits of meat, consumers were often “duped by pseudo-science” into cutting out meat.

“This can be highly dangerous, especially for certain groups who are deficient in vital nutrients such as iron,” said Watts. “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.”