Co-ordinating red meat promo

A concerted effort by Great Britain’s three red meat organisations saw a new campaign launched yesterday, aimed at inspiring people about the role of lean red meat in a healthy diet.

The Agriculture and Horticulture Development Board (AHDB), Hybu Cig Cymru (HCC) – Meat Promotion Wales and Quality Meat Scotland (QMS), which jointly fund the initiative, said the project also aimed to counter “misinformation”.

The campaign, which is intended to appeal to younger audiences, has a social media focus and will use celebrities to help highlight the nutritional value, ease and versatility of lean red meat in line with approved health claims.

The campaign organisers also said that surveys had shown that some young people were limiting their red meat intake and were not aware of the positive role itcould play in the diet.

“More than ever, it is essential that the important role red meat plays in a healthy, balanced diet is communicated accurately,” said Alan Clarke, chief executive of QMS.

“Working with AHDB and HCC means we can collectively tackle some of the misinformation currently in the public arena around lean red meat.”

The activity is funded by the £2 million fund of AHDB red meat levies ring-fenced for collaborative projects which is an interim arrangement 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.