England’s Agriculture and Horticulture Development Board (AHDB) has agreed with counterparts in Scotland and Wales to increase by 75% their joint budget to promote red meat in 2020.

Quality Meat Scotland (QMS) and Meat Promotion Wales (HCC) have agreed a pot of £3.5 million to support the industry, including jointly promoting British meat overseas and as well as the nutritional benefits of red meat.

A joint statement from the three levy boards said: “The industry is under tremendous pressure and we feel we can make even bigger progress on market development and export work, to find new markets for our products overseas, and the ongoing reputation work to promote all that is good and defend the industry from myths and misinformation.”

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