Hybu Cig Cymru – Meat Promotion Wales (HCC) has launched a new multimedia campaign to publicize the sustainability and health benefits of ‘Welsh meat’.

The meat organisational body is leaving no stone unturned in promoting how ‘sustainable and healthy’ Welsh meat products are, and has invested heavily having ‘dipped into its financial reserve’ to chalk out a massive £250,000 multimedia campaign that will run across all social channels.

The campaign was announced at the organisation’s annual conference and will rally to promote the “positive environmental story” behind the country’s meat production.

HCC chair Kevin Roberts said: “We’ll make consumers more aware of how the Welsh Way of rearing livestock is completely different from intensive production systems elsewhere.

“Our way is non-intensive, our landscape is ideally suited to rearing livestock on natural grass and rainfall, and our farms act as a carbon sink which can help mitigate climate change.”

According to the meat lobby, vegan diets are receiving unwarranted media coverage with sustainability, pro- health and eco -friendly labels piquing consumer curiosity whereas the meat industry is being brandished for its seemingly negative impact on the planet.

“We will defend, and positively commend, our industry’s position on climate change,” said Roberts in a statement.

“We say that it’s time to combat the constant rat-tat-tat of cheap jibes and false claims on matters that make a great difference to our businesses regarding veganism and environmental issues.”

Vegan boom

There is no doubt that the meatless market is witnessing phenomenal growth and many companies are scrambling to capitalize the changing food landscape as consumers in general are open to trialing new innovations in plant-based foods if they don’t sacrifice on flavor and texture.

According to a new report released by research company The NDP group, ninety percent of plant-based consumers are non-vegans.

According to NPD food and beverage industry analyst, Darren Seifer said: “First and foremost taste is king when considering entering the plant-based foods category.

“Attributes such as health and convenience go far to drive consumption, but if the flavor profile falls below consumers’ expectations, then the product will likely have a short run. Whether it’s marketing a plant-based burger that reproduces the meat-eating experience or a dairy alternative that has the taste and texture of milk, consumers now have substitution without sacrifice.”

• Read: PETA UK launches campaign for a McVegan Burger from McDonald’s

What do you think of HCC’s pro-meat campaign? Share your thoughts in the comments section below!