Beef and lamb campaign finally approved by government

Ministers have finally approved AHDB Beef and Lamb’s promotional campaign, following criticism of interference and delay by government.

A £1.6m package of activities to promote beef and lamb to consumers will now begin in October.

The funding marks year two of a three-year marketing strategy to increase awareness about different cuts of meat, improve carcass balance and counter low farmgate prices.

See also: AHDB Beef and Lamb chairman quits

Farm leaders had previously accused the government of “dithering and delay” after it failed to approve the levy board’s proposal in August.

The NFU made the accusation following the resignation of Stuart Roberts, chairman of the AHDB Beef and Lamb levy organisation, who said it should be up to levy payers, through their AHDB sector boards, to decide how levies were spent.

The promotional campaign will be largely the same as the proposals that were first submitted to ministers, with the main change being additional measures to monitor its effectiveness. The funding level will be the same. 

Responding to the approval of the marketing campaign, Gill Fine, acting chairman for AHDB’s Beef and Lamb sector board, said:

“This is very welcome news for farmers and processors, coming at a time when both the beef and lamb sectors are struggling with low prices.

“We have everything ready to go and can now push forward for an October launch.”

Further detail is expected within the next week.