Overcoming reputational challenges in the red meat sector

AgroMatrix Systems for Agricultural Marketing

Unsurprisingly, as an agricultural agency, the team are massive supporters of our livestock industry and enthusiastic meat eaters. However, having previously spent seven years at a food and drink comms agency, I’m fully versed in the sizeable marketing budgets that the plant-based sector frequently wields.

Rising to meet the challenge of plant-based
Over the past few years, many FMCG businesses have been tirelessly pushing veganism onto the political and social agenda for their own commercial gain. Big plant-based brand campaigns continue to promote often highly-processed products while misguiding the public about the value and benefits of going meat and dairy free.

Many of our clients are challenged with tackling this growing obstacle. Therefore, it was heartening to hear Jilly Greed from Ladies In Beef talking on the latest episode of the AFCC about how Great British Beef Week (GBBW21) is working to turn the tables, without resorting to ‘vegan-bashing’.

After all, personal choice is a wonderful thing and often a much more complex process than a binary black and white position of eating meat or not. In my opinion, ‘less and better quality’ is a far more satisfying and balanced solution than ‘none at all’.

Pushing a sustainable agenda
From a comms perspective, this year’s GBBW has focused on sustainable farming. It’s a shrewd tactic that plays to the current zeitgeist, as well as fuelling rising beef sales.

During lockdown, our purchasing and cooking habits have changed dramatically. There’s been a resurgence of support for our wonderful butchers and farm shops. Consumers now have a greater interest in where and how their food is produced. Savvy independent retailers are enthusiastically telling eager customers their own farm to fork story, particularly regarding grass-fed, low-input, naturally reared beef that adopt sustainable land management practices.

Source: www.Agricultural Marketing.co.uk

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