Funding Your Future 2023 – Beef & Lamb

In 2022, you, the levy payer, took part in the Shape the Future vote and told us the priority areas for your levy to be spent.

The clear message from the Beef & Lamb sector was it should be used to promote the reputation of red meat by increasing access to export markets, more consumer marketing campaigns, and using insight and evidence to underpin all our reputation work.

Key work we are delivering for you

Acting upon that, over the past year, we have:

  • Delivered targeted marketing campaigns promoting red meat that reached tens of millions of consumers. Our We Eat Balanced campaign reached 43 million adults last year
  • Worked with industry and governments to open and maintain export markets worth £640m. We promoted levy payers’ products at international trade shows in Hong Kong, Singapore, Canada and the USA, as well as a large presence at the Anuga food event held in Germany
  • Promoted and protected the reputation of the sector by stressing the benefits of eating beef and lamb and challenging misinformation by the BBC and several other bodies 
  • Tackled reputational issues across the industry, including animal health and the environment. Specifically, we are creating a roadmap for a sustainable future for beef and lamb to demonstrate the value our farmers give to the wider environment

This is on top of a wide range of other work we carry out on your behalf that individuals or commercial organisations are unlikely to do.

Where your levy is currently invested

A message from your sector chair

What a levy increase would fund

We need more investment to continue our vital work and carry out more of what you asked us to do.

Key areas a levy increase in the Beef & Lamb sector would fund are:

  • Gaining access to growing export markets
  • Hosting more trade missions to promote British red meat to international buyers
  • Extra marketing campaigns targeting key consumers
  • Increasing our education work with schools and young consumers
  • Highlighting the low environmental impact of production