Quality Meat Scotland (QMS), Hybu Cig Cymru (HCC) Meat Promotion Wales and AHDB are uniting behind a jointly-funded programme of activity to collectively raise consumer awareness of red meat?s positive messages.
The initiative is being financed as part of a £2 million fund of AHDB 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.
This is the first time the three organisations – which each have their own health and education programmes – have delivered a united GB-wide programme of health activity behind beef, lamb and pork.
