£2million to be spent on promoting benefits of red meat

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.

Nutrient rich

“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.”