02 Jul 2020 --- Stakeholders of the traditional meat sector have banded together under a campaign to help counter what is deemed “misinformation” about the role of red meat in the diet. Over the last 12 months, the coalition has been actively publicizing “reassurance and evidenced-based information” to consumers regarding the health benefits of beef, lamb and pork. The collective initiative is funded by the Agriculture and Horticulture Development Board (AHDB), Quality Meat Scotland (QMS) and Hybu Cig Cymru (HCC) – Meat Promotion Wales.
