Industry promotion bodies in Scotland, Wales and England are continuing to work together to counter what they describe as serious “misinformation” on the health benefits of meat.
The Agriculture and Horticulture Development Board (AHDB), Quality Meat Scotland (QMS) and Hybu Cig Cymru – Meat Promotion Wales (HCC) are joining forces in a £2 million spend to reach a combined audience they’d find hard to access as individual organisations.
They have used their collective strength over the past 12 months to highlight the nutritional benefits of lamb, beef and pork.
Key messages have included the fact beef is naturally rich in protein, which helps muscle growth and supports muscle mass, and that lamb contains seven different vitamins and minerals which support good health and wellbeing.
They have also engaged in a number of topical issues, such as highlighting zinc deficiency in millennials and the positive influence of meat on male fertility.
“In a world of confusing headlines and bogus science, it is essential that the important role meat plays in a healthy, balanced diet is communicated accurately,” said AHDB chief executive officer Jane King.
QMS chief executive Alan Clarke said: “It is absolutely imperative that we continue to strongly communicate the facts about the role of meat in a healthy balanced diet to consumers.”
