QMS, HCC and AHDB are uniting behind a jointly-funded programme of activity to collectively raise consumer awareness of red meat’s positive messages.
Part of a £2 million fund is to be spent communicating the benefits of red meat as part of a balanced diet.
The fund, which is financing the project, is part of an interim arrangement put in place until a long term solution can be found to the thorny problem of levy repatriation.
Scottish and Welsh reared livestock has its levy raised at point of slaughter, which in some cases is in England.
Supporters of Quality Meat Scotland (QMS) and its Welsh equivalent Hybu Cig Cymru (HCC) have consistently argued for the funds to be repatriated.
Until an agreement is reached QMS, HCC and AHDB are uniting behind a jointly-funded programme of activity to collectively raise consumer awareness of red meat’s positive messages.
This is the first time the three organisations, which each have their own health and education programmes, have delivered a united GB-wide programme of health activity behind beef, lamb and pork.
The shared activity will see a greater focus on explaining 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.
“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.”
Carol McLaren, director of marketing and communications at QMS, added: “This new programme of activity offers 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.”