HCC launches £250,000 multimedia meat promotion campaign

By Dan Colombini contact

- Last updated on GMT

The news comes as the meat industry continues to battle the soaring growth of plant-based products as consumers seek out seemingly more healthy options for the future
The news comes as the meat industry continues to battle the soaring growth of plant-based products as consumers seek out seemingly more healthy options for the future

Related tags: Finance, Meat & Seafood

Hybu Cig Cymru – Meat Promotion Wales (HCC) has launched a new £250,000 multimedia campaign to promote the sustainability and health benefits of the country’s meat.​

The campaign will incorporate traditional and new advertising citing “the Welsh Way” of producing beef and lamb, illustrating how it can be a positive choice for consumers.​

In particular, there will be a focus on further development of HCC’s social media strategy, as well as targeted advertising on digital TV and print media.​

Kevin Roberts, chair at HCC, told Food Manufacture​ that it was particularly important to enforce the organisation’s views on climate change and the role played by the meat industry.​

Defend and positively commend​​

“We will defend and positively commend our industry’s position on climate change,” he said.​

“We say that it is time to combat the constant rat-tat-tat of cheap jibes and false claims on matters that make a great difference to our businesses regarding veganism and environmental issues. ​

“We will make consumers more aware of how the Welsh Way of rearing livestock is completely different from intensive production systems elsewhere. Our way is non-intensive, our landscape is ideally suited to rearing livestock on natural grass and rainfall, and our farms act as a carbon sink, which can help mitigate climate change.”

Roberts was speaking at HCC’s annual conference, held on 14 November in Builth Wells. ​

Healthy options ​

The news comes as the meat industry continues to battle the soaring growth of plant-based products as consumers seek out seemingly more healthy options for the future. ​

Food Manufacture​ recently revealed that beef producers and the Government had agreed to unite to explore ways to increase awareness of the benefits of red meat​, amid fears that competition from plant-based products was further damaging the already beleaguered industry. ​

Meat processor ABP Food Group is also undertaking a study on the future and sustainability of the meat industry​, which it will launch and submit to the Government in the coming weeks. ​

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