CUMBRIAN farmer Alistair Mackintosh is helping to promote a consumer marketing campaign by Red Tractor.
As chair of the Red Tractor Beef and Lamb sector, Mr Mackintosh is promoting the campaign which demonstrates the standards British beef and lamb farmers adhere to as well as the importance of red meat as part of a balanced, healthy diet. It will also put some facts around the impact of its production on the environment here in the UK – a topic that is often misrepresented.
Mr Mackintosh, said: “With so many myths surrounding the production red meat in the UK. It’s important to shine the light on the farmers who work incredibly hard to produce the best possible quality food for families, in the best possible way. Ultimately, I hope this will help alleviate unwarranted fears among consumers around red meat and provide the balanced and accurate facts so consumers can make an informed choice”.
To amplify the messages and engage with industry stakeholders, the beef and lamb episode will launch in conjunction with the AHDB’s We Eat Balanced campaign.
This is an industry-wide campaign that aims to readdress some of these issues which could misrepresent and unfairly portray the farming industry
The the face of the campaign – a working mum called Emma – will be diving into the industry that’s so important to the Cumbrian economy and landscape as she takes a look at the red meat sector.