Red meat health campaign reaches 17m people

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A campaign which aims counter misinformation in the media on the role of red meat in the diet has reached 17 million people.

The initiative aims to bring a ‘more balanced perspective’ to public discussion around the health properties of red meat.

It sets out evidence-based information to consumers regarding the important health benefits beef, lamb and pork provide.

The campaign is funded by the AHDB, Quality Meat Scotland (QMS) and Hybu Cig Cymru (HCC) – Meat Promotion Wales.

As part of the programme’s social media campaign, reality TV star Spencer Matthews cooked up meals for his three-quarters-of-a-million Instagram followers, while commentating on the health credentials of meat.

His recipe videos inspired an audience of 3.3 million online users, and were seen over 5.2 million times.

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