Livestock and Meat Commission (LMC) chief executive Ian Stevenson recently participated in an International Meat Secretariat (IMS) marketing and communication meeting, which focused on the use of social media in the beef sector.

The global membership event provided the delegates taking part with an opportunity to reflect on the impact of Covid-19 and the many other developments, that have impacted on the international red meat sector over the past number of months.

IMS acts as a global forum for the exchange of ideas and experiences on issues influencing the meat and livestock sector.

“One of the key take-home messages from the meeting was the very beneficial impact that Covid has had, from the specific point of view that its associated lockdowns have encouraged people around the world to reacquaint themselves with the very high quality food that is grown on their doorsteps,” Stevenson commented.

“We have found this to be the case here in NI (Northern Ireland), with NI Farm Quality Assured beef and lamb benefitting accordingly."

“The overall tone of the meeting was extremely positive, with the need identified for marketing and promotional bodies around the world to go on the offensive in telling the good news about beef and lamb, which sets them apart from all other foods," Stevenson continued.

The LMC representative went on to specifically highlight the presentation made to the meeting by officials from the Agricultural and Horticultural Development Board (AHDB).

The presentation profiled work currently underway to use technology to deliver the strongest positive message to groups discussing the complete gamut of issues pertaining to beef production and consumption on social media.

He explained:

According to Stevenson, over 8,000 conversations a month were reported to be taking place on Twitter in the UK alone regarding red meat - with 47% specifically relating to beef.

“These interactions, which are being worked on, will be very positive in nature and will seek to educate and inform those taking part, on the very positive role that red meat can play in the diet and the sustainability of the production practices followed by livestock farmers throughout the UK,” he said.

“This active involvement will have the sole aim of feeding into these conversations, the positive attributes concerning beef and lamb," Stevenson added.

“Rather, it will be about presenting factual evidence and bringing some balance to these often one-sided and misleading conversations," he concluded.