The Naional Farmers’ Union has today announced the launch of a new campaign to promote British beef. The union said beef is an exceptionally versatile and nourishing meal option. As part of its new campaign, the union will target consumers though social media, advertising and retailer engagement to inspire cooks increase consumption of the meat.

The NFU said it would be working closely with ‘Ladies in Beef’, an existing campaign run by a group of female beef farmers and launched earlier in the year. The campaign will be fronted by Lynda Bellingham, a farmer’s daughter and star of ITV’s Loose Women and Calendar Girls.

The NFU campaign will be extensively networked via social media, including Facebook and twitter as well as receiving national, radio and TV exposure this month. Retailers including Asda and Morrisons have backed the campaign.

Alistair Mackintosh, chair of NFU Livestock Board said, “I am tremendously proud of the high quality beef we produce in this country – there’s nothing like it for providing a hearty, nutritious and affordable meal. We want to support our beef farmers with a campaign which is going to really capture the imagination of cooks around the country and encourage them to think of beef when they are planning a meal.

“We want shoppers to look for the Red Tractor logo to ensure that their beef meets high standards of food safety and hygiene, animal welfare and environmental protection and the flag gives shoppers an assurance about the country of origin. By buying British beef, consumers are helping to support the UK’s rural economy and contribute to a beautiful farmed countryside.”