Wales

Welsh red meat levy board launches new promotional campaign

Hybu Cig Cymru – Meat Promotion Wales (HCC) and English and Scottish partners organized a new promotional campaign to raise awareness of the positive health benefits of red meat.

Posted on Sep 08 ,13:06

The new campaign was presented at the Royal Welsh Show.

Wales rugby stars Gareth Davies and Elinor Snowsill took part in a special event at the HCC stand at the Show, discussing how beef and lamb formed a part of their balanced diets as international athletes, and taking part in a Ready-Steady-Cook style cookoff.

The event was supported by an infographic wall showing key facts behind meat and health, and was hosted by HCC Market Development Manager Rhys Llywelyn, who emphasised the importance of positive and accurate messages on red meat and nutrition.

During the second half of 2018 HCC, Quality Meat Scotland (QMS), and AHDB are uniting behind a jointly-funded programme of activity to collectively raise consumer awareness of red meat’s positive messages, HCC's press release read.

The initiative is being financed as part of a £2 million fund of red meat levies ring-fenced for collaborative projects. This interim arrangement is in place while a long-term solution is sought on the issue of levies being collected at point of slaughter in England, for animals which have been reared in Scotland or Wales.

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