BRUSSELS HAS awarded the UK a grant worth more than £730,000 to help promote quality British beef.
The money will be used to promote beef through consumer advertising, public relations and international shows and exhibitions, as well as championing beef as part of a healthy diet with education and healthcare professionals.
Organisations set to benefit from the funds include the English Beef and Lamb Executive, Hybu Cig Cymru and the Livestock and Meat Commission of Northern Ireland.
Meanwhile, Quality Meat Scotland, the red meat promotion and quality assurance organisation, has been awarded an extra £125,000 of EU money to help promote beef consumption in Scotland.
QMS chairman Jim Walker said the money would be used to fund a year-long campaign to promote the health benefits to be gained by eating red meat as part of a balanced diet.
“We have already made great strides in placing the Scottish red meat industry at the forefront of the national drive to improve Scotland‘s diet and health,” said Mr Walker.
“The extra money will help us to develop more exciting initiatives designed to send out positive messages to Scotland and beyond on the benefits of eating red meat.”