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Quality Meat Scotland (QMS), Agriculture and Horticulture Development Board (AHDB) and Hybu Cig Cymru (HCC) have collaborated on a new 'myth-busting' toolkit to empower farmers to kick-start positive conversations around red meat.

The toolkit, which has been launched ahead of the COP26 conference, includes responses to some of the biggest myths plaguing UK agriculture such as methane emissions, water usage, grazing, land use and red meat consumption.

Containing facts, stats, signposting to research and articles and downloadable graphics, the toolkit also outlines the campaign activity of the three levy bodies in the lead up to, and during the Glasgow-based conference.

Owen Roberts, communications manager at HCC, said it was important the climate change debate was based on the reality of lamb and beef farming in the UK.

"Our methods are a world away from the most environmentally-damaging examples sometimes highlighted in the media, and we have the resources - grass and rain - to lead the way in sustainable farming. We have a positive story to tell," he said.

"These resources will help people within our industry to get the facts, and share the good news about the good work farmers are doing."

QMS director of marketing and communications, Lesley Cameron,said: "With the eyes of the world on Scotland, it is important that our industry comes together to present a united front which spreads the positive messages of our red meat industry.

"Consumers are bombarded with messages around sustainability and farmers are in a unique position to help bust the myths surrounding red meat, particularly in relation to our production methods, as well as the role of red meat in a healthy diet.

"QMS' campaign activity during COP26 will reach 62 per cent of adults in Scotland and will include television adverts with STV; paid social media; sustainability education videos and games; and a webinar with Good Food Champions." 

AHDB's head of marketing Liam Byrne added there were a lot of mixed messages in the mead around food and nutrition meaning it was easy for consumers to get confused. 

He said consumers wanted to be armed with the facts so they can enjoy meat and dairy as part of a healthy diet. 

"The second phase of AHDB's We Eat Balanced campaign, which is running throughout September and the first half of October, builds on the success of our activity in January with producers sharing their personal stories and key facts about livestock production, focusing on the positive role it plays in maintaining our unique landscape and environment," Mr Byrne said. 

The toolkit with key messages and social assets is available to download at www.qmscotland.co.uk.