The meat and health campaign launched 18 months ago has turned very negative press coverage on red meat to a positive.
Before launching the campaign, an audit of press coverage showed five
negatives to every one positive, but now there are 5.5 positive to every 3.5
campaign is backed by EBLEX, BPEX and HCC and is run by health and education
manager Nicola Wilde who said: “This is a fantastic result and will help to
change perceptions of red meat generally.
too often red meat was being demonised unfairly and there was a danger consumers
would be swayed by it.
the last 18 months we have spoken to 90 key opinion forming journalists and
of the change can also be attributed to sending out Meat Advisory Panel (MAP)
fact sheets to those journalists who are identified as being 'off beam' in terms
of giving the correct scientific facts. It’s just been a case of never giving
MAP is a new group of healthcare professionals,
scientists and researchers who provide independent and objective information
about red meat and its role as part of a healthy, balanced diet.
well as providing information for health professionals, the meat and health
website (www.meatandhealth.com) contains a section
on a healthy diet and lifestyle aimed at the general public.
further information please contact Nicola Wilde on 07990