Creating a positive image for red meat

Firstly let me introduce myself – I’m the AHDB Beef & Lamb knowledge exchange manager in the Midlands area.

Emma Steele is AHDB knowledge exchange manager in the Shropshire area.
Emma Steele is AHDB knowledge exchange manager in the Shropshire area.

I’m here for all your beef and lamb inquiries and if you need any support regarding your farming enterprise please don’t hesitate to contact me.

I just wanted to update you on the results of our successful Eat Balanced campaign which was a £1.5 million marketing campaign which ran across TV, social media and print. It aimed to remind and reassure consumers of the role that red meat and dairy can play in a balanced diet, and the sustainability of livestock production in Britain.

Over the course of seven weeks, We Eat Balanced generated 80 million impressions on social media, reaching 10 million consumers. It also reached six million people in print and 2.5 million through video on demand.

Retail volumes for total red meat were up 15.1 per cent in the four weeks ending January 24, according to Kantar.

This is just one of the ways in which AHDB is helping to support livestock farmers in creating a positive message around meat production.

For key results visit: ahdb.org.uk/WeEatBalanced

Emma Steele, AHDB Beef and Lamb

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