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Promoting a positive image of red meat.

THE red meat industry is aiming to promote the positive role it can play in a balanced diet as part of its fightback against recent negative publicity.

The website, which is backed by the British Pig Executive (Bpex), the English Beef and Lamb Executive (Eblex), Hybu Cig Cymru in Wales and the Livestock and Meat Commission of Northern Ireland, is being updated to spread the word.

It is aimed at health professionals and consumers and concentrates on red meat's properties as great source of protein, heart healthy fats, vitamins and minerals.

Chris Lamb, from Bpex, said: "Media coverage over the past few months has frequently portrayed red meat as an 'unhealthy'' food. In fact, the reverse is true.

"Information on the site will help consumers and healthcare professionals to determine the true position of meat in a healthy, balanced diet and to understand that negative comment from the media, scientists and academics is not always what it appears to be." was initially set up more than a decade ago to provide healthy eating advice. The new-look site has interactive features, up-to-date news items, topical opinion pieces from leading health professionals and recipes for good health.


SPREADING THE WORD The red meat industry is fighting back against negative publicity.
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Publication:The Journal (Newcastle, England)
Date:Sep 28, 2009
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