Listening to the debate at Thainstone Mart on Monday night, the industry was united that more needs to be done to promote beef consumption and combat negative anti-red meat press headlines. However, how this campaign was to be paid for was less unanimous.

QMS chair Kate Rowell explained that their recent beef campaign cost £400,000, however compared with the advertising budgets of companies like Baxters and Kellogs it is a drop in the ocean.