16th December 2020

New toolkit released promoting positive conversations about red meat

A new online toolkit has been released by Quality Meat Scotland (QMS) to support Scotland’s red meat industry to engage in positive conversations about red meat during January.

QMS Chair, Kate Rowell, emphasised the importance of positively conveying the benefits of eating red meat as part of a healthy, balanced diet after the festive period.

“Within the red meat industry, January can bring a sense of trepidation with anti-red meat rhetoric flooding social media.

“Although it can seem like the month is hijacked and distorted with misinformation, it is essential that farmers, butchers, hauliers, auction marts, and processors feel like they are well equipped to positively engage, inform and promote the benefits of our industry, and this toolkit will support them in doing so,” said Kate.

Underpinned by three core themes, the tool kit will focus on the Scotch difference, health and wellbeing, and the power of buying local.

The resource contains practical steps, downloadable social graphics and key stats and facts that stakeholders can use to share the positive messages around red meat consumption, including:

  • Key thought leaders to follow and share content from on social media
  • Red meat and nutritional facts
  • Infographics and videos which communicate the role of red meat in a healthy, balanced diet, with a particular focus on VitB12
  • Facts and statistics on sustainability
  • Recipes on Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork
  • Reponses to common questions around red meat, the environment and sustainability

Introducing the toolkit, Lesley Cameron, Director of Marketing and Communication for QMS, said:

“January is a time when the general public might be influenced to cut red meat from their diet and as an industry, it can feel like we are under fire. But we have a lot to be proud of with Scotch meat not only tasting delicious and rich in essential nutrients, but produced to some of the highest possible farming and animal welfare standards.

“Our strategy is not to be defensive; it is to promote the benefits of our industry and support the red meat supply chain to be bold and take pride in what they do.”

For more information about the toolkit visit www.qmscotland.co.uk or download a copy here.


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