19th December 2022

New year toolkit supports sector by celebrating positive messages about red meat

Quality Meat Scotland (QMS), Agriculture and Horticulture Development Board (AHDB), Meat Promotion Wales/Hybu Cig Cymru (HCC) and the Livestock and Meat Commission (LMC) have joined forces to collate a pack of materials to help positively manage the reputation of red meat in 2023.

The pack includes several assets and materials, including statistics, downloadable graphics and expert opinions that can be used throughout the year, forming a common narrative for the British red meat industry.

The pack also contains information on the marketing campaigns launched by the collective bodies. HCC will be launching the results of surveys of biodiversity on Welsh farms, AHDB will be focusing on its We Eat Balanced and Love Pork advertising campaigns on TV, social and in retail, and LMC’s Good Honest Food advertising campaign will relaunch in January, fronted by local chef James Devine.

As detailed in the toolkit, in the new year QMS will be focusing on sustainability, quality assurance and how the body’s health credentials underpin its yearly marketing and communications plan, through the return of its ‘Make it with Cred’ campaign.

January is the ideal time for the red meat industry to celebrate its health, sustainability and nutrition credentials with consumers. The toolkit outlines how the collective organisations will engage consumers with their healthy eating campaigns, as well as information about the health benefits of incorporating red meat into a balanced diet.

On behalf of the four organisations, QMS’ Chief Executive, Sarah Millar, said:

“This January we want to set off on the right foot to ensure the impact of the British red meat industry is fully understood and any misconceptions are debunked. Our combined campaigns will focus on further deepening understanding of what buying quality assured red meat means in terms of both health benefits and the environment, with a thorough focus on how it’s communicated to consumers in the user-friendly toolkit.

“Our shared narrative will build greater understanding among consumers and decision-makers and instigate greater fact-based conversations around the British red meat industry.

“We hope the information and tools will help the British red meat industry and encourage others to join the conversation in a positive way.”

To access the toolkit visit: https://www.qmscotland.co.uk/industry-toolkits

Keep up to date with QMS’ activities during these events by following QMS on Facebook, Instagram or Twitter.

For more information on Scotch Beef PGI, Scotch Lamb PGI or Specially Selected Pork, visit www.qmscotland.co.uk.

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