The Agriculture and Horticulture Development Board (AHDB) has announced today (Wednesday, May 12) that its campaign, ‘Let’s Eat Balanced’, will continue, following the conclusion of an investigation by the Advertising and Standards Authority (ASA).
The campaign’s aim is to “inform consumers about the benefits of red meat and dairy” as part of a balanced diet, AHDB said.
Over the past 14 months, the ASA investigated a complaint against AHDB’s campaign, which has resulted in the ASA recognising one out of four parts of the complaint.
Following the conclusion, AHDB claimed that the only part of the complaint to be upheld relates to a technical footnote in two specific print newspaper adverts.
However, AHDB stated that all information shared with consumers in the campaign is supported by robust scientific evidence.
Let’s Eat Balanced
The two Let’s Eat Balanced newspaper adverts reportedly compared the carbon footprint of UK beef and dairy production with the global average, which was based on “highly respected scientific evidence”, AHDB said.
In their investigation, the ASA concluded that because the campaign’s life cycle assessments represent emissions from cradle to retail, the adverts should have specified this limitation more clearly.
It is reported that environmental claims, under ASA rules, must reflect full life cycle (cradle to disposal) emissions or clearly state where data boundaries end.
AHDB
Will Jackson, who is the director of communications and market development at AHDB, defended the Let’s Eat Balanced campaign, noting that it is “providing clear, factual, evidence-led information about British food, nutrition and farming standards.”
He said: “Since the investigation began, we have conducted independent consumer research which found that the majority of respondents interpreted these adverts as relating to the production phase only, from farm to retail.
“This research provides important insight into consumer understanding and supports our belief that consumers were not misled by the information we shared in these two specific adverts.”
According to AHDB, the development board “engaged constructively and transparently” throughout the ASA investigation, “providing extensive scientific evidence to support claims.”
“AHDB stood firmly behind the evidence, and subsequently British beef, lamb and dairy production have been represented responsibly and fairly,” Jackson added.
Complaint
The complaint that started the ASA investigation was reportedly submitted by TV presenter, Chris Packham.
Jackson said: “We understand Chris Packham has a passion for campaigning to protect the environment, and he can be reassured by this ruling that the information we share with consumers is supported by sound science.
“The Let’s Eat Balanced campaign promotes a healthy, balanced diet with the government’s Eatwell guide at its foundation.
“We are proud to be able to highlight the role lean red meat and dairy can play in complementing plant-rich foods on behalf of levy payers, many of whom are farmers.”
Jackson emphasised that Let’s Eat Balanced is “about nutrition, provenance and farming standards – not environmental superiority”, with AHDB confirming the campaign will return this autumn.