RED MEAT bodies have teamed up to prepare the livestock sector for the annual onslaught of 'Veganuary' propaganda.

Quality Meat Scotland, AHDB and HCC has just released the second edition of its ‘Having positive conversations about red meat’ pack, which includes downloadable social media graphics, video resources, insights and shareable statistics, specifically created to positively manage the reputation of red meat during January and beyond.

The red meat alliance is encouraging farmer and crofters not to be be reactive in the face of veganuary comments, but to use it as an opportunity to be open and engaging with consumers about why buying British meat is not only part of a healthy balanced diet but is the environmentally sustainable and animal welfare friendly choice.

QMS director of marketing and communications, Lesley Cameron, said that the media toolkit would help farmers add their voice to a common - and positive – narrative for the red meat industry.

“The purpose of this toolkit isn’t to ‘fight back’ or target those with a different lifestyle, but to add the voices of all aspects of the red meat industry – from farmers, hauliers, vets, butchers, auctioneers and processors – to the discussion," she explained.

“We have a lot to be proud of, with Scotch meat not only tasting delicious and being rich in essential nutrients, but produced to some of the highest possible farming and animal welfare standards."

Underpinned by three core themes, the toolkit focuses on sustainability, health and wellbeing, and the power of buying local.

Read more: Vegans get a bloody nose over red meat campaign complaints

Head of meat marketing at AHDB, Liam Byrne, commented: “Our farmers have a great story to tell and we hope this pack serves them well to start those conversations to help people to reconnect with the people who produce their food. By doing this, farmers can demonstrate that meat and dairy produced in Britain has a lower carbon footprint than the global average, and adheres to world-class production standards," he continued. "We’re also excited to make farmers and their stories central to this year’s We Eat Balanced campaign."

Communications manager for Hybu Cig Cymru – Meat Promotion Wales, Owen Roberts, concluded: “The key message for the New Year is that people don’t need to cut whole groups of foods from their diet, just choose food which has been produced ethically and sustainably. Red meat produced in these islands is a cut above in terms of its lighter environmental footprint, and can be an important part of a balanced nutritious diet. The debate – like our diets – needs to be balanced, so this pack is aimed at helping to encourage positive conversations around the choices available for consumers.”

For more information on the toolkit or Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork, visit www.qmscotland.co.uk.