As COP26 fast approaches, farmers are reminded that the myth-busting toolkit developed by Quality Meat Scotland (QMS), Agriculture and Horticulture Development Board (AHDB) and Hybu Cig Cymru (HCC) is still available to download to empower them to kick-start positive conversations around red meat.

The toolkit is available to download from the QMS website and 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, COP26.

QMS Director of Marketing and Communications Lesley Cameron says: 

“With COP26 fast approaching, and 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.

Read more: Latest QMS podcast released

“QMS’ campaign activity during COP26 will reach 62% of adults in Scotland and will include TV adverts with STV; paid social media; sustainability education videos and games; and a webinar with Good Food Champions.”

The toolkit with key messages and social assets is available for all in the industry to use and share. To download the toolkit, visit