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NFU Make a New Year's Resolution That Matters Campaign HERE

Marketing Materials

  1. AHDB Direct Selling & Box Schemes here

  2. AHDB Make it Steak here

  3. AHDB Perfect Pulled Pork here

  4. Hybu Cig Cymru / Meat Promotions Wales – Trade Portal here

  5. Quality Meat Scotland – Meat with Integrity campaign here

  6. Livestock and Meat Commission of Northern Ireland – Flavour Your Life here

Marketing Update

21st July

Please circulate this update to all relevant staff within your business.

Trade: red meat processing and sales


From beef and lamb costing calculators to direct selling information, AHDB Trace have a range of resources for meat producers and retailers. 


Whether you’re a small family-run butchers, a large cutting plant manager or a farm shop owner, our information is designed to support your business.


For the first time all of the information for trade marketing and developing your business has been brought together into one single website: Click Here


The sites covers



Tools includes:






There are also links to the Meat Education Programme Click Here


And the Meat Purchasing Guide Click Here


The AHDB trade marketing team believe that many of the tools on offer can be used by members as part of their staff training and hopefully will assist with the retention of staff. 


To Join the AHDB Mailing List: Click Here


We are planning to hold some training webinars for members with AHDB in the autumn on tools and materials for members. 


If you’d like any further details from AHDB on the trade hub, please contact



Mobile: 07392 319 847

Click Here to return to Members Area

17th May

Please circulate this update to all relevant staff within your business.

Pandemic year brings about huge growth for online grocery Click Here


Online grocery shopping was growing in popularity prior to COVID-19, but the pandemic has brought about a huge acceleration in growth for food and drink online. This web page from AHDB covers online grocery shopping in more depth using data from Kantar.


Global Dairy Platform (GDP) is pleased to provide you with the 2021 World Milk Day and Enjoy Dairy Rally Activation Guide, which includes everything needed to participate in the celebration, such as sample posts, assets, messaging and more. 

This year’s theme focuses on sustainability to showcase dairy’s commitment to innovation in reducing the sector’s environmental footprint. GDP is encouraging the sharing of videos on social media from farmers and others who are embracing technology to help create a low-carbon future for dairy. In doing so we will re-introduce dairy farmers to the world.  The Activation Guide contains examples of some great farmer videos you may find helpful. Completed videos can be sent directly to (or WeTransfer) for further sharing on GDP social channels.

For your convenience: 

We look forward to your continued support of World Milk Day and the Enjoy Dairy Rally!
For questions or more information:


SUPPORTING HIGHER VALUE CUTS – More information to follow…

AHDB’s Chris and Haydon, with support from the internal teams, have done a fantastic job on our latest fire up for summer campaign, in time for what many of hope will be a more social and celebratory summer than last year! 


  • Launched from 17th May, National BBQ Week 2nd-11th July, finale August Bank Holiday


  • Activity is branded ‘Fire up for Summer’

    • Communicates the excitement for what will hopefully be a more social summer period this year


  • A joint social media led promotion between pork, beef & lamb 


  • Content will be posted from each sectors consumer accounts, with cross-promotion of posts between the accounts


  • Pork, Beef & lamb will prioritise ‘steak’ cuts, encouraging consumers to elevate the quality of their BBQs (and trade up), with a secondary focus on other cuts


  • Content to include recipe inspirations, and practical How To’s


News from HCC


HCC has announced an exciting new partnership with food technology specialists Oritain. Building on the success of their Welsh Lamb PGI programme, PGI Welsh Beef will now also be backed by Oritain traceability technology to verify its origin at all stages of the supply chain. This will protect the reputation of the products and their producers and gives buyers total reassurance, enhancing an already strong system of traceability from farm to fork. 


Join HCC’s webinar at 7:30pm on 24 May click here to hear more about how this work will benefit the industry and how Oritain have established a distinctive Welsh ‘fingerprint of origin’ to deliver ultimate traceability for Welsh Lamb and Welsh Beef. 


To register, click here:  


Some Articles which may be of interest…


Green Light for Calorie Labels and Junk Food Bans Click Here


10 Supply Chain Management trends for Future Click Here


How will UK Government’s new health Bill impact the food sector and consumer? Click Here


Lifting the Lid on Lifecycle Assessments Click Here

Everyone at AIMS is here to support any members, please email if you have any questions.




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19th April

Please circulate this update to all relevant staff within your business.

Great British Beef Week 2021 Click Here


Great British Beef Week will be running from 23rd to 30th April 2021


“Great British Beef Week enables us to shine a light on all aspects of the beef production process. Our farmers are passionate about the beef they produce and are committed to delivering high-quality red meat for consumers to continue to enjoy.   


“Managing land in a sustainable way is a fundamental responsibility of the modern-day farmer.  This includes farming regeneratively, improving grasslands and paddock grazing, planting trees, maintaining wildflowers for the bee population, or harvesting and giving cattle rainwater to drink. British beef production boasts a carbon footprint of just less than half the global average, and reflects the hugely important and positive work our farmers are putting in day-by-day.  It’s vital that we keep bringing attention to the ways our producers are respecting the land, whilst also producing the foods we enjoy eating.”


Ladies in Beef have produced a range of free Social Media Assets. To download: Click Here


News from HCC


Hybu Cig Cymru – Meat Promotion Wales (HCC) have been supporting members of their Butcher’s Club in March by sending out packs of spring promotional materials. The packs include exclusive recipe booklets for customers and recipe cards, designed to inspire customers to buy and cook with Welsh Beef, Welsh Lamb and local pork cuts.


HCC also recently conducted a survey of 2,000 people, asking for people’s main motivation for visiting butcher shops. The quality of the produce at butcher’s shops was over 50% of respondents’ main motivation for visiting butcher’s shops, whilst 38% said they wanted to support local businesses.


Butcher shops and businesses which stock Welsh Lamb, Welsh Beef or Pork from Wales are able to sign up to HCC’s Welsh Butchers’ Club for free and will be supported with free promotional materials and support. For more information head to HCC’s trade website.


During the COVID pandemic, the number of GB consumers who say they’re trying to cut back on meat consumption for health, ethical or environmental reasons has fallen significantly.
However as restrictions ease we continue to be vigilant and challenge misinformation. The latest high-profile instance of unfair stigmatising of meat has come with CBBC’s Blue Peter ‘green badge’ initiative. The three GB red meat levy boards joined in an open letter challenging the misleading statements behind this campaign, and the programme has now changed its stance.
Work also continues to communicate positively the messages contained in HCC’s ‘Welsh Way’ document, published late last year. The key facts on the difference between the sustainability of our produce and the ‘global averages’ misused in the media, and the positive role of red meat in a healthy diet, have been included in articles and advertisements in UK and international media, with more such activity to come.


Trick or Trade: the impacts of Free Trade Agreements on food environments and child obesity  Click Here


A free to download report from Sustain / LSE explores how new Free Trade Agreements being signed between the UK and countries including the US, Canada and Australia could pose risks to the government's plans to tackle childhood obesity, and calls for adequate health impact assessment, scrutiny and governance of all new trade deals and the UK's food, health and trade systems

Everyone at AIMS is here to support any members, please email if you have any questions.



Click Here to return to Members Area

23rd March

Please circulate this update to all relevant staff within your business.

What’s on the Menu: Global Foodservice Outlook Click Here


A report from Rabobank looks at how, in many countries, including those in Europe and North America, Covid-19-related disruptions remain the most relevant driver of foodservice performance in the near term, as sales and foot traffic trends remain well-below pre-Covid levels.


Is this the High Street of the Future? Click Here


Westminster City Council has published “ambitious plans to turn Oxford Street into an exemplar for sustainable city-making provide hospitality venues with plenty of food for thought.” Click Here


“It wants the district to develop a global reputation for “innovative, sustainable, circular economy businesses” characterised by a “low environmental footprint across residential neighbourhoods, businesses and the visitor economy”.


“Inviting businesses onto high streets based on their sustainability credentials could be a game-changing approach if widely adopted. Imagine a future where the pressure for your entire business model to be green comes not just from campaigners and certain customers but from local councillors and planning officers.”


No doubt other cities and towns will watch with interest.

Quality Meat Scotland – Spring Campaign


Click here to download a copy of the Quality Meat Scotland Spring Campaign. This includes 4 Adverts to be shown on STV and Borders TV:



  • Make it Once, Use it Twice: Beef TopsideClick Here


  • Make it Once, Use it Twice: Scotch Lamb PittasClick Here



3 of the new recipes from the TV adverts are also included in ‘How to prepare and cook’ videos. These are:





The activity is all supported with a set of social media assets: Click Here

The Next Chapter in the Red Tractor Story Click Here


Red Tractor’s new advert is the next chapter in this story and brings our standards to life from field to store.


At Red Tractor, everything we do is about attention to detail and this doesn’t stop with our TV advert. Every single character, scene and element in our advert was intricately handcrafted and modelled to bring our story to life.


So for peace of mind about what goes on your table, when you shop, just look for the Red Tractor label.


To watch the advert: Click Here

Everyone at AIMS is here to support any members, please email if you have any questions.



Click Here to return to Members Area

18th March

Please circulate this update to all relevant staff within your business.

Norman and Tony both attended yesterday’s AHDB reputation group meeting. The quality of the debate was excellent and bodes well for future such meetings.


There were several presentations from the Market Insight Team and Head of Marketing can be downloaded here. The presentation on the ‘Eat Balanced’ campaign isn’t currently available. As soon as we have it we’ll send it out.


The Trust and Transparency presentation has also been written up as a report which can be downloaded: Click Here

15th March

Please circulate this update to all relevant staff within your business.

Natasha’s Law Webinar


With Natasha’s Law coming into effect on Friday 1st October, it has never been more important for hospitality businesses to be one step ahead when it comes to allergens.

The Allergens Webinar on Wednesday 31st March, 11:00am to 12:30pm will detail how Natasha’s Law will impact your business and the preparations required to ensure you are ready for the changes in food labelling.

Topics covered include: 


  • Your responsibilities, including what you will be required to provide by law


  • Strategies and steps to take in order to communicate with customers effectively


  • How you can train your staff to be allergen aware and protect your customers and reputation


  • Experts and operators share best practice, top tips and lessons learned


Attendance is free. 


To register for a place: Click Here


Don't miss the only opportunity to learn your responsibilities from the Food Standards Agency and find out how operators like Holroyd Howe are tackling the one of the biggest issues facing hospitality in 2021.

Meat Education Programme


AHDB’s award winning Meat Education Programme (MEP) issued it’s 11,000th pass certificate.


Created and managed by the AHDB retail and trade team, the MEP is free to use and contains a range of practical modules aimed specifically at butchers and processors 


It has proved a valuable tool through lockdown to support and upskill the supply chain community. 


For further information: Click Here


Hospitality could benefit from Covid Health Kick Click Here


Pre-covid forecasts suggested leisure and hospitality businesses could gobble up £19.3bn of additional “wellness-related business revenue” come 2023. But Barclays Corporate Banking has had to adjust its figures to account for what it calls the “great reset” caused by the pandemic. “The virus has accelerated consumer demand for health and wellness offerings, driving the additional potential revenue boost by £2 billion,” the bank said.


Don’t Forget:


Registration for British Nutrition Foundation Healthy Eating Week 2021 is now open. The Week will take place from 14 - 18 June 2021 and is open to everyone. This year’s overarching theme will be Finding your healthier you! To register for all the latest information as it becomes available: Click Here


The Great British Staycation Click Here


The UK domestic tourism boom continues and hospitality and leisure businesses are evolving to cater for rising expectations and the needs of different holiday groups.


Mike Saul, Head of Hospitality and Leisure, Barclays Corporate Banking, shares his insights into our research on the growing attraction of the Great British staycation: Click Here


Accessing a growing market: an early morning farmers' guide to halal sheep meat Click Here


The recent NSA Breakfast webinar focused on practical tips for farmers to understand and access the halal market and was not a discussion on the controversial subject of stun vs non-stun halal slaughter.  


Dr Awal Fuseini, officially from AHDB but speaking on behalf of the UK halal sector, began splitting the halal sector in 3 key locations: The UK, the EU and outside the EU. Awal also highlighted important religious ceremonies for farmers to be aware of.


Rizvan Khalid, MD of Euro Quality Lamb then spoke on the variety within the halal supply chain, and gave an understanding of necessary standards for halal sheep meat. 


Finally, Adnaan Malik - an Artisan halal butcher, social media enthusiast and street food seller - delivered and eye-opening presentation into how he meets the demands of the new halal generation and draws on social media as a digital marketing tool


To watch a recording of the webinar: Click Here


HCC’s Digital Marketing Results


An analysis of HCC’s digital marketing of Welsh Lamb, Welsh Beef and Porc from Wales during the COVID pandemic has shown strong results. Traffic to the consumer website was twice as high in 2020 compared to 2019. There was also strong growth on all the main social media channels targeting UK consumers.


While some growth is due to changing media consumption habits during lockdown, we’re pleased to have been in a position of having a strong social media presence to take advantage of these trends, and the Welsh Lamb and Welsh Beef channels have significantly out-performed the industry average. HCC is also investing heavily in social media competitions to identify target consumers so that positive messages on quality, health and sustainability can be conveyed very cost-effectively through email.


Social media activity will continue to be a key part of our plan for 2021, as we look to maintain the increased sales of red meat in the domestic market.


AHDB Beef and Lamb Box Scheme


Online delivery has become an increasingly important channel for businesses to reach consumers through lockdown.


AHDB have seen significant uptake in its beef (1200 downloads) and lamb (800 downloads) box scheme since its refresh in September 2020. 


To download a free kits: Click Here


Don’t Forget: At the recent Budget the Chancellor announced a new business support package, ‘Help to Grow: Digital’ 


“With the pandemic, many businesses have moved online. This has been a challenge. But we want to turn it into an opportunity.


We’re going to help small businesses develop digital skills by giving them free expert training and a 50% discount on new productivity-enhancing software, worth up to £5,000 each.


Both programmes will commence by the autumn; and I’d urge interested businesses to register today on” Chancellor Rishi Sunak MP


Farmers chosen as most trusted group within the food sector by European consumers Click Here


A study of 20,000 consumers across 18 European countries reveals trust in the food sector has increased over the course of 2020, yet the majority of consumers don’t consider the sector to be working in the public interest.


Consumer trust in the food sector has increased over the course of the COVID-19 pandemic, a new report from Europe’s leading food innovation initiative can reveal. To download the full report: Click Here


There is also a short YouTube presentation: Click Here

And Finally….


AHDB have been looking at the return on levy spent on marketing in the last 12 months. They report that their domestic marketing have delivered 9 campaigns for the pork, beef and lamb sectors over the last 12 (challenging) months. 


That’s roughly one campaign every six weeks for levy payers. 


The three biggest campaigns added £25million in added retail sales.


Meaning, for every £1 invested the campaigns delivered an average return on retail sales of £8.13 


All whilst continuing to deliver gains across attitudes and purchase intent. 

Everyone at AIMS is here to support any members, please email if you have any questions.



Click Here to return to Members Area

February 2021

Domestic and Export Marketing Update 


Please circulate this update to all relevant staff within your business.


  • Valentine’s Day:


Valentine’s day is one of the most lucrative days in the calendar year for pork, beef and lamb and with people increasingly turning to social media for ideas it made sense to create some inspiring digital 

Content to support sales!


For Beef and Lamb recipe ideas: Click Here


In addition there is also a new Pork Valentine’s Day Recipe collection page: Click Here




AHDB Pork have launched a new pork healthier eating video. The video continues to position pork medallions as a healthy, nutritious meal time favourite 


To watch the video: Click Here




We’re always striving for new ways to reach more people on behalf of our levy payers and since adding the new ‘Recipe Collections’ section to the Simply Beef and Lamb website, it has attracted 14,951 organic sessions and we expect this to gain momentum through the year.


To check out the Simply Beef and Lamb Website: Click Here


  • News from the Eat Balanced Campaign




The activation of our B12 message gained further momentum this week  


  • We feature in this month’s Co-op magazine which will be out in nearly 3000 stores and has had a readership of over 2.1 million.


  • We’ve also launched across Morrisons online, with the B12 message featuring on pork, beef and even meat free pages!



This was certainly a first AHDB, when an online rally organised against the Eat Balanced Campaign. 


As the tweets flew, there were plenty of positives to be taken with how our industry came together including a number of chefs, AIMS, NFU Global Dairy Platform, the BMPA and farmers from Wales and as far afield as New Zealand 




Adverts in the Mail and Metro Online are now live, including a takeover of the Health page. Nearly 5 million impressions achieved so far. 


  • Search Engine Optimisation (SEO) Success for Love Pork


Incredible growth in organic search traffic is being achieved as a result of the ‘always on’ SEO work e.g. optimising pages and in-depth category reviews.  has now secured an astonishing 80 keywords (from 16 when we started this work) in position 1 in Google. 


AHDB also have 633 keywords (increased from 141) within position 1-10, which is page 1 of Google and therefore have a higher chance of being seen and clicked on. 


The Keywords they are now targeting and tacking range from "how to cook pork" to more detailed keywords such as "cooking time for gammon joint in oven". 


The total average monthly search volume is now approx. 408,845. 


  • New video highlights Covid safety measures in UK abattoirs


A new video which shows how abattoirs in the UK are taking steps to minimise the spread of Covid-19, has gone live this week.


The two-minute animation, which was produced by AHDB, highlights the range of practices being adopted across the UK to ensure the safe production of red meat – as the world continues to battle the spread of the virus.


The video, which is in English and Chinese, was made for both the export and domestic market to reassure that the UK is committed to maintaining its world leading standards in food production.


Created with subtitles, the video will be used to show Chinese officials and importers that UK abattoirs are taking precautionary measures to facilitate ongoing trade. The English version will also be used in other export markets such as the EU and the US.


AHDB International Market Development Director Dr Phil Hadley said: “The UK has market access for sheep, beef and pig products in over 50 countries and we felt compelled to reassure our export markets of the steps being taken to minimise and risk during these challenging times.


“Health and quality have always been at the centre of UK meat production, and the coronavirus pandemic has resulted in additional measures being put in place to manage the associated risk.

“It is important that we communicate the ongoing safety measures operating in UK abattoirs with industry and consumers both at home and overseas.”


The videos show how the UK meat industry has adopted the British government’s ‘test and track’ strategy. Anyone who has symptoms of Covid-19 can get a test, to establish if they have the virus. 


Track and trace alerts go through a mobile phone app to notify those people who, having been in contact with a positive person, need to self-isolate to help stop the spread of the virus. 


It also addresses the issue of social distancing at abattoirs with a series of measures such as screens or barriers, one-way systems and, where practical, staggered entrance and exit times. 


The video will be used across a range of AHDB events and platforms, including virtual exhibitions both at home and overseas during lockdown.


To view the video on You Tube: Click Here


To View the video on Vimeo: Click Here


AHDB Export Update


  • Lamb from the UK takes centre stage at Gulfood

    High quality lamb from the UK will be in the spotlight this month at one of the world’s biggest annual food and drink trade shows in the Middle East.


The Agriculture and Horticulture Development Board (AHDB) in collaboration with the British Centres for Business (BCB) has signed up for this year’s Gulfood – which runs from February 21 to 25 at the Dubai World Trade Centre.


Thousands of visitors are expected to attend the event, which features 20 halls packed with diverse products from 85 country pavilions.  


Due to international travel restrictions as a result of Covid-19, AHDB’s stand will be hosted by a local representative from BCB, who may be joined by exporters from the UK who have a base in the Middle East.


AHDB Halal Sector Manager Awal Fuseini said: “The demand for UK lamb is growing in popularity in the Middle East due to its unique characteristics. Farmers in the UK rear animals mainly on grass due to its ample grasslands and this gives our lamb a distinctive flavour and taste.


“Gulfood provides an excellent platform for us to showcase the quality of lamb from the UK to buyers in the Middle East and further afield. The recent appointment of an agent in the region to promote our lamb demonstrates AHDB’s commitment to developing the market for our exporters.”


AHDB have produced an excellent video - We Care: Exporting Britain to the world - Dubai, UAE Click Here


There are also versions of the film for other markets




Hybu Cig Cymru Update


HCC’s marketing strategy for the Christmas and New Year period was focused on taking advantage of existing trends in the market. Consumers were encouraged to try cooking new things at home, as they had been in the second half of 2020, and support local producers and butchers over the festive season. 


A number of well-known chefs were enlisted to produce engaging new recipe content Click Here for both video and print marketing with the ‘try a taste of home’ message, and partnerships with influencers such as sports stars Click Here were used to spread the message.


It was pleasing that sales of lamb, beef and pork were reported to be brisker than usual, especially at independent butchers, with latest Kantar retail figures showing red meat sales substantially up over 12 months.

With the Brexit deal meaning relief for exporters but an additional paperwork burden, HCC has been supporting processors through the transition. Adverts have been placed in leading European food journals to emphasise that Wales is ‘open for business’, with further marketing planned in the run up to St David’s Day. 


An increasingly prominent part of the message is that Welsh red meat has a very strong story to tell in terms of sustainability Click Here


WRAP – Food Waste Action Week Click Here


Food Waste Action Week will take place between Monday 1st to Sunday 7th March 2021, with activities happening across the whole of the UK. 


The Week will link organisations across the food supply chain and beyond to stop food going to waste and curb the contribution it makes towards climate change. 


All are united in the simple message to their staff, customers and clients - “Wasting Food Feeds Climate Change”.


Members may also find the WRAP – Guardians of Grub Click Here website of interest


Everyone at AIMS is here to support any members, please email if you have any questions.



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21st January

Please circulate this update to all relevant staff within your business.


Last week we attended the AHDB Beef and Lamb Town Hall event. This included presentations from Their strategy Director, Sector Director and the Head of Beef and Lamb. It included a fair amount of information on their current marketing campaign and future plans as laid out in the AHDB Change Programme and Strategy 2021 to 2026 Click Here 


To listen to a recording of the event: Click Here


Don’t forget you can also give feedback on the Change Programme and Strategy 2021 to 2026 Here or via email:  


AHDB Red Meat Retail Sales Dashboards for December published: Click Here


The latest red meat retail data up to 27th December 2020, is now available:


BEEF: Click Here

LAMB: Click Here

PORK: Click Here


AHDB Eat Balanced Campaign Click Here


The AHDB Eat Balanced Campaign is now into its third week and we have received an email from the levy boards Chief Communications and Market Development Office Christine Watts asking for further assistance to give the activity some extra impetus. 


The success of the campaign in part relies on ensuring the their key messages land with the widest possible audience of consumers via social media. Christine’s view is as follows:


“While reaction has been very positive, as expected a small group of vegan activists are posting messages  - particularly on Facebook – where negative comments on meat and dairy are far outweighing the positive ones so we need your help to change that.”


A typical post thread is this one from Viva!: Click Here


So, AHDB now need assistance from across the whole of the meat sector to try to bring some balance to the social media conversations.


They are asking you, if you have Facebook and / or Instagram accounts to go onto the AHDB Pages to support any or all of the AHDB content.




They would also like you to do one or more of the 3 things below;


  • Post one or more of the infographics:  These can be found on the AIMS Website Click Here under Members Resources (You will need to sign in – please let us know if you need the password) where you will find the 8 Digital Postcards in two formats: one with the Red Tractor Logo and one without.


  • Post one of the positive facts/statements from the Positive Conversations Pack  Click Here


  • Post a comment of your own to convey the passion and care this industry takes to create quality meat and dairy.


AIMS is supporting the campaign via Twitter and in addition to using the AHDB materials will also have some of our own supporting materials next week.


Please remember, all AHDB activity is funded through the levy, a levy which many AIMS members pay which is the reason why we are trying to support their work so closely.


Choose Chicken


The AIMS Twitter campaign #ChooseChicken is going really well. We have added fresh content daily and have picked up some good numbers for impressions, likes and retweets. Remarkably we have, to date, only had one negative post.


This activity will carry on daily until the end of January and then be used as appropriate going forward.


It is great to see that the British Poultry Council are supporting the activity and, on occasions, NFU Poultry who have also liked and retweeted some of the posts.


Red Tractor – Dig A Little Deeper Click Here


Red Tractor have been running an on-line campaign for the last year featuring an ‘inquisitive Mum’ called Emma who wants to find out more about Red Tractor standards.


Last year the films included a series on Chicken Farming called Love Chicken Love Red Tractor - Click Here


2021 has begun with ‘What’s the truth behind Red Meat in the UK?’ - Click Here


Both sets of activity are worth looking at and wherever you feel appropriate, to share.


Coming Up


Next week Norman and Tony will be attending AHDB’s Reputation Group Meeting – Please drop us an email if there is anything you’d like them to ask or any feedback you’d like them to give.

Click Here to return to Members Area

17th December


AHDB January 2021 Campaign – We Eat Balanced Click Here


AHDB are embarking on a new marketing drive to inform and educate consumers on how eating a balanced diet, which includes red meat and dairy, is a sustainable way to enjoy food.


Their objective is to also flood social media with a range of engaging social media posts that are designed to get the nation talking about why a balanced diet is a healthy and sustainable way to eat. 


These social posts will be from our new consumer social media channels – so make sure you’re following them to see what we’re doing and keep an eye out for #WeEatBalanced.


AHDB are investing levy money with the objective of Helping the industry regain balance


There is a consistent trend that consumers are reducing their red meat and dairy consumption because they believe it is healthier and less harmful to the environment. 


This is not the case and they want AIMS members help to redress the balance by educating consumers with our new Eat Balanced campaign, which includes:

  • A new TV advert

  • A new consumer website -

  • Proactive social media posts to dispel myths about food and farming

  • A new Having Positive Conversations pack – See Attached




AHDB have suggested six ways that you can get involved and spread the message


They are relying on the red meat industry to support the Eat Balanced campaign.


  1. Download the free assets we've created and share from your social channels​

  2. Post on Facebook and Twitter and remember to use #WeEatBalanced ​

  3. Search #WeEatBalanced and retweet posts to spread the word​

  4. Pin a Tweet to the top of your profile. Click the icon located at the top right part of the Tweet and select 'Pin to your profile'​

  5. Use the We Eat Balanced Twibbon to add to your profile picture on Twitter -

  6. You can also change your Facebook profile picture -


If you have a presence on Instagram please follow and ‘like’ the campaign and add your own messaging:


If you have a presence on Facebook please follow and ‘like’ the campaign and add your own messaging:

Free Point of Sale Kit


A ‘butcher’s kit’ featuring four recipes ( 2x beef recipes and 2x pork recipes) and a matching poster have been created and can be ordered by emailing  referencing ‘pork January kits’ in the subject line.  


Each kit contains 100 recipe cards and two posters.


AIMS Poultry Members


We are working on a set of social media digital postcards which members can use to promote the nutritional benefits of chicken in the diet. These will be ready to use from the start of January.


There will also be some additional poultry and a healthy diet fact sheets.


We now have agreement from NFU Poultry and BPC that their free to use digital postcards can be downloaded from the AIMS website. These will be in the members resource area under Marketing Information button from next week (w/c 21st December 2020)


Latest AHDB report finds consumers are ‘sleepwalking’ away from eating meat Click Here




Unconscious meat reducers need: 


  • Meat-based meal inspiration, both with traditional dishes and more modern cuisines 


  • Reassurance about the nutritional benefits of meat in their diet 


  • Reminding how enjoyable meat is and how it fits with practical needs for convenience and versatility 


  • A better experience in-store, whether that be in-aisle (on pack, shelf, or more experiential such as tasting stands or recipe cards), or in other relevant aisles that complement meat Conscious meat reducers should not be ignored, especially flexitarians, as they have the potential to become stricter meat avoiders. They also require more meal inspiration, coupled with permission to eat meat through clear health, environment and welfare messaging.

Click Here to return to Members Area

Click Here for previous Marketing Updates

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