Funding Your Future 2023 – Beef & Lamb

In 2022, you, the levy payer, took part in the Shape the Future vote and told us the priority areas for your levy to be spent.

The clear message from the Beef & Lamb sector was it should be used to promote the reputation of red meat by increasing access to export markets, more consumer marketing campaigns, and using insight and evidence to underpin all our reputation work.

Key work we are delivering for you

Acting upon that, over the past year, we have:

Delivered targeted marketing campaigns promoting red meat that reached tens of millions of consumers. Our We Eat Balanced campaign reached 43 million adults last year
Worked with industry and governments to open and maintain export markets worth £640m. We promoted levy payers’ products at international trade shows in Hong Kong, Singapore, Canada and the USA, as well as a large presence at the Anuga food event held in Germany
Promoted and protected the reputation of the sector by stressing the benefits of eating beef and lamb and challenging misinformation by the BBC and several other bodies
Tackled reputational issues across the industry, including animal health and the environment. Specifically, we are creating a roadmap for a sustainable future for beef and lamb to demonstrate the value our farmers give to the wider environment

This is on top of a wide range of other work we carry out on your behalf that individuals or commercial organisations are unlikely to do.