Industry collaborates on new toolkit to beef up confidence during January

14 Dec 2021

To raise industry confidence in the lead up to January, Quality Meat Scotland (QMS), has released the second edition of its toolkit ‘Having positive conversations about red meat’ in collaboration with AHDB and HCC.

The pack of materials, which includes downloadable social media graphics, video resources, insights and shareable statistics, has been created to positively manage the reputation of red meat during January and beyond.

Lesley Cameron, Director of Marketing and Communications at QMS, says that the toolkit will help farmers add their voice to a common – and positive – narrative for the red meat industry.

“The purpose of this toolkit isn’t to ‘fight back’ or target those with a different lifestyle, but to add the voices of all aspects of the red meat industry – from farmers, hauliers, vets, butchers, auctioneers and processors – to the discussion.”

“We have a lot to be proud of, with Scotch meat not only tasting delicious and being rich in essential nutrients, but produced to some of the highest possible farming and animal welfare standards.”

Underpinned by three core themes, the tool kit focuses on sustainability, health and wellbeing, and the power of buying local.

Liam Byrne, head of meat marketing at AHDB, commented:

“Our farmers have a great story to tell and we hope this pack serves them well to start those conversations to help people to reconnect with the people who produce their food. By doing this, farmers can demonstrate that meat and dairy produced in Britain has a lower carbon footprint than the global average, and adheres to world-class production standards. We’re also excited to make farmers and their stories central to this year’s We Eat Balanced campaign”.

Owen Roberts, Communications Manager for Hybu Cig Cymru – Meat Promotion Wales (HCC) said;

“The key message for the New Year is that people don’t need to cut whole groups of foods from their diet, just choose food which has been produced ethically and sustainably. Red meat produced in these islands is a cut above in terms of its lighter environmental footprint, and can be an important part of a balanced nutritious diet. The debate – like our diets – needs to be balanced, so this pack is aimed at helping to encourage positive conversations around the choices available for consumers.”

For more information on the toolkit or Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork, visit