Quality Meat Scotland, which promotes Scotch Beef, is involved in the campaign.
A red meat resilience group has been formed by Quality Meat Scotland.
The levy body’s chief executive, Alan Clarke, said the group would bring together all parts of the supply chain to tackle issues affecting the sector including the anti-red meat agenda and climate change.
At the Highland Show he said: “The group will be supporting and advising our strategic engagement department, which was developed as a direct response to the increasing need to protect our sector and is headed up by Doug Bell.
“The intention is for the new department to complement the huge amount of work the team are already doing to promote the red meat industry.”
