Meat Matters

As part of our service to the NI red meat industry, LMC contributes towards Meat Matters which is an initiative that aims to ensure that consumers and the media get accurate and balanced information about red meat products.

The team at Meat Matters continually examine media content for red meat references and is well placed to counter any negative press or to proactively distribute good news stories about red meat.  Meat Matters call upon the expertise of the Meat Advisory Panel, a group of healthcare professionals, scientists and researchers who can provide independent impartial information about red meat and its role as part of a healthy, balanced diet.  The Meat Matters communication plan uses a varied media mix to achieve this including the website, TV and online communication. is an informative website aimed at consumers and the media. It provides information on all aspects of beef pork and lamb. Its key messages are that red meat is a valuable part of a healthy balanced diet and can be used in a wide range of easy, enjoyable and nutritious meals.

The initiative is part funded by LMC in conjunction with other redmeat stakeholders including AHDB.  30 separate issue themes have been identified and dealt with between 1st April 2014 and 31st March 2015.  Examples of issues include links between red meat and conditions or diseases such as cancer, dementia, heart disease.