A new Great Britain-wide campaign to highlight the role of red meat in a healthy diet was launched yesterday.
Jointly run by AHDB, Meat Promotion Wales (HCC) and Quality Meat Scotland (QMS), the campaign aims to “counter misinformation” on the role of red meat in a balanced diet and help support better understanding of the facts about the nutritional value of red meat.
Ex-Scotland rugby player and Strictly Come Dancing contestant Thom Evans is fronting the campaign in Scotland.
Welsh and Lions rugby star Shane Williams is the face of the campaign in Wales, while Celebrity Masterchef winner Angellica Bell will champion the cause in England.
“This campaign is a great example of what can be achieved when the three organisations work together on behalf of levy payers across Great Britain,” said AHDB’s Christine Watts.
“Angellica, Thom and Shane are excellent advocates for the role of red meat in a healthy balanced diet and we anticipate seeing positive engagement from consumers.”
QMS chief executive Alan Clarke said: “More than ever, it is essential that the important role red meat plays in a healthy, balanced diet is communicated accurately. Working with AHDB and HCC on this project means we can collectively tackle some of the misinformation currently available in the public arena around lean red meat.”
The campaign is being funded through £2 million of AHDB red meat levies, which have been ring-fenced for collaborative projects with HCC and QMS. The funding is an interim arrangement while a long-term solution is sought on the issue of levies being collected at the point of slaughter in England for animals born and reared in Scotland and Wales.
A new Great Britain-wide campaign to highlight the role of red meat in a healthy diet was launched yesterday.
Jointly run by AHDB, Meat Promotion Wales (HCC) and Quality Meat Scotland (QMS), the campaign aims to “counter misinformation” on the role of red meat in a balanced diet and help support better understanding of the facts about the nutritional value of red meat.
Ex-Scotland rugby player and Strictly Come Dancing contestant Thom Evans is fronting the campaign in Scotland.
Welsh and Lions rugby star Shane Williams is the face of the campaign in Wales, while Celebrity Masterchef winner Angellica Bell will champion the cause in England.
“This campaign is a great example of what can be achieved when the three organisations work together on behalf of levy payers across Great Britain,” said AHDB’s Christine Watts. “Angellica, Thom and Shane are excellent advocates for the role of red meat in a healthy balanced diet and we anticipate seeing positive engagement from consumers.”
QMS chief executive Alan Clarke said: “More than ever, it is essential that the important role red meat plays in a healthy, balanced diet is communicated accurately. Working with AHDB and HCC on this project means we can collectively tackle some of the misinformation currently available in the public arena around lean red meat.”
The campaign is being funded through £2 million of AHDB red meat levies, which have been ring-fenced for collaborative projects with HCC and QMS. The funding is an interim arrangement while a long-term solution is sought on the issue of levies being collected at the point of slaughter in England for animals born and reared in Scotland and Wales.
