Ireland's Bord Bia has joined a Spanish campaign to boost the image of red meat with a new logo promoting meat as a source of natural energy.

The logo uses the slogan 'meat, natural energy' and was designed to "transmit the value of meat" and deliver a "positive image," AECOC meat products committee president Juan Carlos San José said.

Although consumers were aware of the nutritional benefits of meat, research showed the perception meat was high in fat meant many chose alternatives, added Bord Bia.