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Meat Industry Launches £1.2M Campaign To Promote Beef Amid The Pandemic

by | May 3, 2020

A campaign to encourage UK consumers to “Make It” with beef has been launched to combat falling meat prices amid the coronavirus outbreak.

The Agriculture and Horticulture Development Board (AHDB) has teamed up with Quality Meat Scotland (QMS) and Hybu Cig Cymru (HCC) to encourage the British public to eat more beef.

“The Industry Is Panicking”

The marketing effort has already been criticized on social media as being “the exact opposite of what we should be doing as a society right now.”

Responding to the campaign on Twitter, one user wrote, “The industry is panicking because meat sales are dropping through the floor and there’s been an increase in veganism due to the pandemic.”

“Going back to ‘business as normal’ by encouraging beef consumption only hides the fact that our current collective behaviour created this coronavirus outbreak in the first place” added another.

The 12-week “Make It” campaign features recipes and cooking demonstration videos shown on television, radio, and social media.

beef sales cow meat
Farmers are being hit by falling beef prices (TimBphotos.com/Shutterstock.com)

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Falling Beef Sales

Restaurants across the country have been forced to close due to tight lockdown restrictions, causing a steep decline in demand for beef.

As well as business closures impacting the meat industry, consumer behaviour has also been observed to be making a plant-based shift as the outbreak continues.

A recent survey by The Vegan Society illustrated that one in five people in the United Kingdom are eating less meat during the coronavirus lockdown.

Do you think the pandemic will guide more and more people towards a plant-based diet? Let us know your thoughts in the comments below!


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