Consumers reminded of the dietary role of red meat

Work highlighting the role of red meat in a healthy balanced diet has received significant coverage in a number of national daily national newspapers including The Sun, The Mirror and The Guardian.

The activity, featured in daily publications with a combined monthly online reach of 147.3 million, is a collaboration between the Agricultural and Horticultural Development Board (AHDB), Beef and Lamb New Zealand, Bord Bia, Danish Crown and Livestock and Meat Commission, Northern Ireland. 

It showed how red meat can be enjoyed as part of a healthy, balanced and sustainable diet through a range of consumer-focused activities.

A nationally representative survey of 2,000 Brits examined their attitudes towards red meat revealing we are still a nation of red meat lovers. This helped drive national coverage in the press with the help of expert commentary from GP Dr Gill Jenkins.

The campaign featured as a key topic on the online forum MumsNet with specialist dietitian Nicola Ludlam-Raine, who is seen regularly promoting healthy balanced diets on TV and to her 40,000 Instagram followers, showcasing the importance of B12 in a diet – a nutrient not naturally present in foods of plant origin.

With a focus on lean beef, pork and lamb, she highlighted the role B12 plays in body function, such as reducing tiredness, fatigue and supporting the normal functioning of our immune system.

In a joint statement, AHDB, Beef and Lamb New Zealand, Bord Bia, Danish Crown and Livestock and Meat Commission, Northern Ireland said: “It is important that consumers understand that red meat can be enjoyed as part of a healthy, balanced diet.

“We’re aware there is a lot of misleading information available to people and with current science and research offering multiple and often conflicting viewpoints, it can be really confusing for consumers. So, this work aims to provide factual information and cut through the noise.”

Campaign organisers also worked closely with numerous industry experts such as Professor Robert Pickard, to help place balanced and informative commentary across a wide range of national news outlets.

Following such a successful campaign, organisers are now looking ahead and planning for the next year, to ensure that consumers are kept informed about the role red meat can play in people’s diets.

The group added: “Through our programme, we are providing evidence-based advice to help people make informed nutritional choices. We are very proud of the amazing results and are looking forward to what’s next.”