Scotland: Red meat industry campaign launched
Quality Meat Scotland, Agriculture and Horticulture Development Board, Meat Promotion Wales / Hybu Cig Cymru, and the Livestock and Meat Commission have joined forces to positively manage the reputation of red meat.
Their 2023 package comprises several assets and materials, including statistics, graphics and expert opinions that can be used to form a common narrative for the red meat sector, in conjunction with the return of its Make it with Cred campaign.
QMS chief executive Sarah Millar said: “Our shared narrative will build greater understanding among consumers and decision-makers and instigate greater fact-based conversations around the red meat industry, and we hope the information and tools will help the industry and encourage others to join the conversation in a positive way.”
By Alec Ross / Scottish Herald
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