AHDB accessing EU funds to get positive messages to millennials

摘要

The hard fact is beef and lamb are losing the plate war with chicken and alternative proteins, particularly when it comes to mid-week meals. Coupled with the rise of 'flexitarianism', which has people eating fewer meals containing meat, there is a real challenge to ensure red meat is not pushed towards being just a weekend treat.The decline in lamb consumption is most drastic in the younger generations with consumers looking for mid-week meals that are quick and easy to prepare and cook, relatively inexpensive and considered healthy. With this in mind in mind, changing perceptions of consumers becomes a challenge.