Levy bodies in England, Scotland and Wales are joining forces to promote red meat as part of a healthy balanced diet. The project will comprise a range of activity spread across January to help counter misinformation in the media on the role of meat in the diet, which is expected due to an annual month-long vegan activists’ initiative.

Although the vegan movement commands a lot of media attention, the number of people who claim they are vegan stands at 3% according to YouGov which is a 1% rise on the year. This is also claimed behaviour and according to Kantar Usage the actual percentage of people (using food dairies) who are strict vegans stands at 0.6% which is unchanged year-on-year.