Beef, lamb and pork-related organisations from across the UK are launching major offensives to distract attention from the anti-meat Veganuary initiative – even before it begins next month.
Scotland’s Association of Meat Wholesalers (SAMW) has claimed “busting the myths” around red meat consumption needs to be the top priority in 2020 if their industry is to have any future.
Since 2014 the high-profile Veganuary campaign has attempted to persuade consumers to try going vegan for the month of January.
However, in 2020 meat levy bodies in England, Scotland and Wales will be fighting back with promotional activity, including employing social media “influencers” to encourage the consumption of healthy, meat-based meals.
Experts have also been engaged to give positive messages around red meat’s nutritional role and high profile media medics will share information on the role it can play in combating tiredness and fatigue.
The Food Advisory Board will also contribute to two advertorials in the national press in January. SAMW chairman Andy McGowan, chief executive of Scottish Pig Producers, claimed consumers were confused by mixed messages and were made to feel guilty about choosing to eat meat after being exposed to anti-meat propaganda.
However he insisted the counter arguments needed to be fact-based and clearly and simply presented.
nnicolson@thecourier.co.uk
