January is a month for diets and the Scottish livestock sector seems under siege from those wanting to cut demand for our produce.

I would invite those promoting world-saving diets to spend a little time studying geography before advocating an overhaul of what is on our plates.

Last week’s report in The Lancet medical journal recommended a dramatic reduction in red meat consumption.

However, there seems to be little regard to what is being produced in proximity to consumers. In an age of rapid global connections, we risk applying ill-fitting advice to places where it is inappropriate.

As an extreme example, I’d like to see the reindeer herding Sámi people of northern Scandanavia being told to eat less meat, forcing them to scramble around to organise airlifted beans from Kenya. The point is, that every corner of the world needs a bespoke diet to suit their natural environment.

It’s time for the industry to rise to the challenge, so I welcome the changes happening within QMS

This is not to say we can’t tweak our consumption for the betterment of the landscape, but the recommendations in the press have been incorrect for Scottish fields where animals thrive.

The dietary instructions are also wrong for our stomachs.

As Quality Meat Scotland (QMS) chair Kate Rowel points out, the report’s suggested global intake of red meat per day is well below current UK NHS guidelines of 70g per day or 500g per week.

It’s time for the industry to rise to the challenge, so I welcome the changes happening within QMS, as Doug Bell moves into a new position, which in part will be responsible for arming farmers with respected facts to defend the meat industry. Fake news is dangerous and difficult to control.

We need solid research on what is right for our consumers and countryside.