17 Million Consumers Informed About Health Benefits of Beef, Lamb and Pork by Levy Bodies’ Campaign

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The second year of a campaign by the British levy bodies has succeeded in reaching 17 million people, helping to bring a more balanced perspective to public discussion around the health properties of red meat.

The collective initiative funded by the Agriculture and Horticulture Development Board (AHDB), Quality Meat Scotland (QMS) and Hybu Cig Cymru (HCC) – Meat Promotion Wales, has undertaken a range of activity over the last 12 months to help counter misinformation in the media on the role of red meat in the diet, providing reassurance and evidence-based information to consumers regarding the important health benefits beef, lamb and pork provide.

A notable highlight was the programme’s consumer social media campaign, which saw reality TV star and entrepreneur Spencer Matthews cooking up wholesome, balanced meals for his three-quarters-of-a-million Instagram followers, while commentating on the health credentials of the beef, lamb and pork used in the dishes he prepared. Spencer’s lamb and pesto pizza, mini beef tacos and Thai green pork medallion curry recipe videos inspired an audience of 3.3 million online users, and were seen over 5.2 million times.

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