November 13, 2020


UK campaign raises beef revenue by almost US$13 million



The United Kingdom's red meat industry has generated £9.8million (US$12,861,177) in retail beef sales thanks to an eight-week spring campaign.


As the fallout from COVID-19 hit the beef industry hard, England's Agriculture and Horticulture Development Board (AHDB), Quality Meat Scotland (QMS) and Hybu Cig Cymru – Meat Promotion Wales (HCC) launched the Make It campaign to encourage consumers to use locally sourced steak to support producers nationwide.


The campaign used available money from the £3.5 million (US$13,123,050) fund of AHDB red meat levies ring-fenced from 2020/2021 for collaborative projects which are managed by the UK's meat levy bodies. It reached 93% of the British population through a mix of TV sponsorship, digital and social media, radio and press partnerships, and video on demand.


The campaign was also supported in-store by retailers with on-pack stickers and online banners.


Make It ran for eight weeks and helped generate revenue of 742 tonnes of beef steak sale. The campaign also resulted in wider beef sales, generating a return in retail sales of £24.7 million (US$32,414,896) across the primary fresh beef category.


England generated nearly 85% of total sales, almost £8.5 million (US$11,154,805) contribution while sales generated by region were largely in line with expectations.


Rebecca Miah, AHDB's Interim Beef & Lamb Sector strategy director, said: "At the start of the pandemic, the British red meat industry faced one of the most challenging periods in its history, with demand for premium beef cuts dropping overnight as restaurants were forced to close their doors.


"With farmers and processors facing a drop in the value of the whole beef carcass, AHDB, QMS and HCC collaborated and launched the nationwide the Make It campaign to help re-balance the market by encouraging consumers when cooking, to 'make it' using top quality locally sourced beef to create restaurant-inspired meals at home.


"We're really pleased with the results, which gave a much-needed boost to the beef supply chain and helped redress carcass balance."