The promotion has been made possible with a grant from the EU, to be match-funded by the UK industry, and will be a generic beef campaign focusing on the healthiness and food safety of the product.
Chris Lamb, meat marketing manager with the Meat and Livestock Commission, said the campaign would see Quality Meat Scotland, the English Beef and Lamb Executive and Meat Promotion Wales, working together to promote quality beef, and collaborating with Northern Ireland’s Livestock and Meat Commission.
“There’s no domestic angle, such as promoting British beef. The EU looks at them as information campaigns.”
He said the money would be spent in five areas - consumer advertising, consumer PR, education school programmes, a programme with health care professionals and on overseas shows and exhibitions, such as SIAL in Paris.
QMS would also be using £125,000 of the money on a separate campaign, he added.
“We still need to decide the details of the promotion, but it will focus on the safety of beef and its health benefits. Some work will begin in August but the main activity will get under way during the winter.”
John Cross, chairman of EBLEX, said: “This gives all the bodies in the UK the chance to work together to enhance the image of beef and maintain the high levels of consumption within the country.”