Consumers receiving 'mixed' messages over red meat

A majority of Irish adults hear conflicting messages about the role of red meat in a balanced diet, new research has found.

The study, commissioned by Our Food Roots, indicates that consumers face "mixed and sometimes conflicting information" when it comes to red meat and nutrition.

According to the findings, 84% of respondents believe red meat can form part of a healthy, balanced diet and that it is "a high-quality source of protein and provides important nutrients including iron and vitamin B12".

However, the research suggests that almost two in three adults say they hear conflicting messages about the role of red meat in their diet, while one in three say they do not know much about its nutritional benefits.

Our Food Roots is an agri-food industry-funded initiative - with backers including Bord Bia, the National Dairy Council, Dairy Industry Ireland, meat processors, and various farming organisations.

Commenting on the survey, Insight & Expert Community Manager with Our Food Roots Richard Cooper said: "Consumers are exposed to a huge amount of information about food, health and nutrition, and these findings show that it isn't always easy to make sense of it."

The study was carried out in August by Empathy Research among 1,000 adults across Ireland.

Our Food Roots was established last year with the stated aim of "reconnecting people with Irish food and farming, and building trust through greater understanding".