We Eat Balanced campaign returns with spotlight on ‘British’ meat and dairy
29th August 2023
AHDB’s We Eat Balanced campaign will be promoting home-grown meat and dairy using the term ‘British’ for the first time, following a rule change that will allow the organisation to better showcase support to UK farmers.
Running from 8th September to 22nd October, We Eat Balanced not only aims to promote consumer awareness but also seeks to foster long-term positive attitudes towards naturally produced British red meat and dairy.
AHDB had previously been restricted from using ‘British’ as the primary message because of EU State Aid Rules. However, guidance on the new UK rules, as part of The Subsidy Control Act, was published earlier this year, opening the avenue for this change.
Future use of the term and the Union Flag will also be reflected in the Love Pork campaigns, including Feed the Family for Less. This opportunity allows AHDB to better showcase its support to levy payers and levy spend on promotional activities.
“By incorporating the ‘British’ message, which we know is important to consumers, our aim is to highlight the exceptional taste and quality of our home-grown meat and dairy, whilst advocating its role in a nutritionally balanced and sustainable diet,” said AHDB’s director of marketing, Liam Byrne.
“We believe that through these efforts we can foster a strong and enduring connection between consumers and our British farmers, who are so passionate about providing quality and sustainable food at every step of its journey, from field to fork.”
Dairy farmer Charles Goadby was excited to learn about this latest change to how AHDB will be promoting UK produce going forward.
He commented: “It is good to learn that ‘British’ will be included in AHDB’s marketing campaigns and exports activities going forward. We need to continue sharing the positive stories of British farming through various channels.”
Similarly to previous years, the We Eat Balanced campaign will educate consumers on the various nutritional benefits of red meat and dairy, such as vitamin B12, an essential nutrient not naturally present in foods of plant origin.
The campaign will feature on social media, in newspapers, video on demand and in the stores of eight major supermarkets, where on-pack stickers will include links to direct shoppers to healthy meat and dairy recipes.
We Eat Balanced forms part of AHDB’s work in promoting and defending the reputation of red meat and dairy, as well as challenging misinformation.
Levy payers and farming influencers are encouraged to engage with the campaign through the website weeatbalanced.co.uk, as well as resources, assets, merchandise, Instagram and Facebook.
