National Campaign highlights dietary role of red meat

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

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

A nationally representative survey of 2,000 Brits examined their attitudes towards red meat revealing we are still a nation of red meat lovers, helping to 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, 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.”

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.

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