EU HELPS £1M BEEF HEALTH MESSAGE
21/06/05

The health advantages of beef in a balanced diet will be headlined in a new advertisement to appear in women's magazines, national press and weekend supplements this week (beginning June 19)

The advertisements are part of a programme, funded 50 per cent by the EU and match funded by the English Beef and Lamb Executive (EBLEX) and other meat bodies, which will finance a series of activities promoting beef as a healthy food which is low in fat.

Other work funded by the £1 million includes export initiatives at shows in France and Italy, a series of advertorials and a healthy beef recipe booklet distributed through magazines and newspapers.

A video magazine - Meat Video Magazine 9 - which explains the beef and health message, has been produced for Secondary School Design and Technology teachers while a booklet about beef and health is to be distributed to practice nurses.

Chris Lamb, Consumer Marketing Manager, said: "The whole programme of work has been about showing beef as a healthy part of a balanced diet and about showing that the perception that beef is high in fat is, in fact, wrong."