The chairman of Hybu Cig Cymru – Meat Promotion Wales (HCC) has urged those looking to make New Year lifestyle changes to reject food fads in favour of a ‘healthy, commonsense’ diet.

Kevin Roberts, who recently criticised the “food fake news” promoted through social media, said the NHS’s Eatwell Guide offers common sense advice on how to ensure a balance of nutrients as part of a healthy lifestyle.

His comments come as many mainstream media outlets are coming under fire for perceived unbalance in their coverage of dietary and agri-food matters.


“This is a time of year when people are bombarded with confusing messages, often by groups and companies with an agenda,” said Roberts.

During January, the media indulges in a frenzy of coverage on veganism or other fad diets which obscure the reality – that a balanced diet with exercise is what experts recommend.

“The NHS Eatwell Guide shows the benefits of a balanced diet,” he said. “It advocates five portions of fruit and veg per day, plus dairy products and beans, pulses and meats as part of a balanced plate.”

Also Read: Star-studded campaign to highlight mighty meat’s health benefits

Roberts’ comments come as HCC joins forces with other UK meat marketing boards to emphasise the positive role that red meat can play as part of a healthy diet in a new star-studded campaign.

HCC has also previously worked with rugby stars Shane Williams and Elinor Snowsill to raise the profile of lamb and beef as excellent natural sources of protein and iron.

Roberts added: “Nutritional experts say that, in contrast to some of the irresponsible claims on social media, there is no direct evidence that unprocessed red meat causes cancer.

“The guidelines say that 50g of red meat per day can be enjoyed as part of a healthy diet. Red meat brings lots of nutrients into the diet and it’s unprocessed and natural. Welsh Lamb and Welsh Beef contain Iron, Potassium, Niacin, Vitamin B12 and Zinc.”