CONSUMERS are being scared off Scottish red meat by untruths about how it is produced, with anti-meat campaigners generating 'confusion and misunderstanding' by highlighting overseas farm practices in their campaigns.

Coming out fighting on behalf of Scottish farmers this week, Quality Meat Scotland insisted that, whatever charges might be laid at the door of meat producers elsewhere in the world, this country's livestock sector was built on both excellent animal welfare and a grazing-based system with a positive environmental impact.

QMS spoke out as new research suggested Scottish consumers were being made to feel guilty about eating red meat – while almost all of those surveyed (92%) were eating red meat, almost half (49%) said they were now trying to eat less of it. The top reasons given for reducing red meat consumption included animal welfare (26%) followed by farming's environmental impact (19%) – both reasons which should not be of any concern to anyone buying assured Scotch meat.

QMS chief Alan Clarke said: “When it comes to red meat consumption it’s vital that we ensure people are aware of the facts to fully inform their decisions.

“In Scotland, producers are very proud of our animal welfare and our sustainability credentials are exceptionally strong. Livestock farmers play a major role in looking after the landscape and grazing animals are needed for the habitats of many species. The reality is, 80% of Scotland’s farmland is comprised of grass and farmland not suitable for growing crops, but ideal for producing beef.”

"Scotch Beef meets stringent quality, sustainability and welfare standards so consumers can be secure in the knowledge that consuming red meat from Scottish farms will not have a negative impact on the environment or animal welfare.”

Nutritionist Dr Laura Wyness stressed the facts about the nutritional benefits of Scotch Beef, and the downside of entirely meat-free diets: “Beef is a great source of protein and is rich in vitamins and minerals such as vitamins B3, B6, B12 and zinc. It also is a source of easily absorbed iron. Those who follow a diet which doesn’t include red meat such as beef, may be at greater risk of lacking key nutrients."

Responding to the latest dietary study, part-funded by Cancer Research UK, that once again lumped all red meat into a risk category alongside processed meats, Mr Clarke noted that there was no consistent evidence that red meat, or any one food, causes cancer, and that age, genetics, lack of dietary fibre, inactivity and high alcohol consumption were still, far and away the main risk factors.

NFUS livestock committee chairman, Jimmy Ireland, agreed: “When people take the time to look beyond the sensationalist headlines, the facts remain that health and dietary experts consistently agree that including meat, dairy, eggs, fruit, cereals and vegetables in a healthy and balanced diet is the best way to ensure you are getting all the necessary energy, protein, fibre, vitamins and key minerals, including iron and calcium.

“In the best interests of consumers, encouraging the adoption of balanced diets, more regular exercise and tackling problems around alcohol and smoking must be the focus for Government and policy-makers.”