AHDB
@TheAHDB
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Official feed of the Agriculture and Horticulture Development Board, a statutory levy board funded by the industry to help make it more competitive/sustainable.
Coventry, UK
Joined October 2012
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We’re disappointed and concerned
@channel4
and
@zanlandfilms
haven’t consulted us in the making of ‘The Big British Beef Battle’. As an evidence-based public body, we feel it’s important that shows like this represent all sides and not be selective to fit a certain narrative. /1
.
@AdeAdepitan
takes a disruptive look at the impact of our diet on climate change and asks... does eating chicken instead of beef reduce our impact on the climate?
Watch The Big British Beef Battle live tonight at 8pm or stream on Channel 4.
#ChangeClimate
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UPDATE: AHDB has issued a complaint to OFCOM highlighting that the programme was incredibly biased against beef with very limited scientific evidence. There was undue focus on the global situation and the presenter's opinions against beef were too apparent and forthright. /1
We’re disappointed and concerned
@channel4
and
@zanlandfilms
haven’t consulted us in the making of ‘The Big British Beef Battle’. As an evidence-based public body, we feel it’s important that shows like this represent all sides and not be selective to fit a certain narrative. /1
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We have sent a letter to the BBC, challenging them on a claim made in an online article - “The single biggest way to reduce your environmental impact on the planet is to modify your diet to include less meat.”
Read the full letter, here 👇
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Hi
@ChrisGPackham
, it’s a shame you think this is propaganda as we pride ourselves on being evidence-based and have worked closely with the ASA to ensure Let’s Eat Balanced is factual and accurate. 1/6
Hello
@RichardAyoade
. You are funny . But this isn’t . You’ve been conned - this cynical & dangerous propaganda is harmful beyond your worst nightmare
@DefraGovUK
@TheAHDB
& goes against all scientific advice . You might want to pull the plug on it
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"Eating less meat 'like taking 8m cars off road'".
AHDB is disappointed to see this headline and a study from
@UniofOxford
@oxfutureoffood
@Pete_Scarbs
conveying simplistic conclusions to a very complex topic. Here's everything that's wrong with it 👇🧵
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Without grazing ruminants, more than 60% of agricultural land in the UK would be taken out of food production, because it is NOT suitable for cropping. 📣Use our resouces so you can share the facts about agriculture, red meat & the environment📣
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Claims by Quorn and the BBC, on the environmental impact of red meat in the UK, have been successfully challenged by AHDB.
As a result, this information has now been amended on its websites to reflect current scientific research.
Read more 👉
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Over the weekend, several articles incorrectly stated the global livestock figure of 14% for the emissions of British cattle. We have written to the publications to share the correct figure - British cows (beef and dairy) emit 5% of total UK emissions ().
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No fuss, no fads. Ordinary food is good enough. Confused by all the mixed messages about diet? Choose a common-sense approach to food and enjoy a healthy balanced diet without missing out on key food groups or nutrients. RT if you agree.
#OrdinaryFood
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We should also consider the other benefits of livestock, such as the positive impact they can have on maintaining healthy soils, which is of course also crucial for producing plant-based foods. We welcome the opportunity to get you on farm and discuss all of the above points. 6/6
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Last night’s programme highlighted significant challenges to the environment presented by meat production in parts of the world. Massive opportunities were missed to present the solution to people who want to continue to enjoy meat but are concerned about the environment.
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A letter to
@OxfordshireCC
highlighting important facts to consider before approving a decision to only provide vegan food at meetings/events and to put more plant-based meals on school lunch menus to tackle climate change.
@lizleffman
@Tim_J_Rycroft
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British meat and dairy is among the most sustainable in the world and British farming is committed to reaching net zero by 2040 but sustainability isn’t just about carbon. 5/6
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FUN FACT: In the past year 98% of UK households bought red meat whilst 99.8% bought a dairy product. The percentage of households buying loo roll was lower than both!
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The campaign is based on sound scientific evidence and highlights the benefits of British meat and dairy as natural sources of key micronutrients, including iron, vitamin B12 and zinc. 2/6
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As advised by the ASA, AHDB has contacted
@OatlyUK
to raise our concerns with inaccuracies in their claims and for more detail on their carbon calculations.
As UK or global, livestock do not emit more carbon than transport
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One hour of Friday night TV has provoked a whole weekend of reaction from farmers, and rightly so. Head of Media Relations
@Phil_Maiden
shares some of the inaccuracies we've included in our complaint to Ofcom following 'The Big British Beef Battle'.
👉
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Landmark ruling for British farming as complaints on our ‘We Eat Balanced’ campaign not upheld by Advertising Standards Agency.
Read the full story:
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We are unaware of any attempt made to contact AHDB or any other agricultural organisation, therefore failing to provide the opportunity for the UK beef industry to contribute to such a damning programme. /3
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Retail figures show strong growth in 🥩 meat and 🥛 dairy sales this Jan, following a winning Christmas for red meat. Over the last 12 weeks, we have seen the total grocery market grow by 12.4% in value and 10.3% in volume.
Find out more ➡
#AHDBInsights
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There is increasing evidence to show a healthy, balanced diet, including red meat and dairy (which is aligned with the current NHS Eatwell guide) can improve population health. I’m sure we all agree human health is important. 4/6
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This is important because in the UK some people aren’t getting enough of these micronutrients through their current diets. For example, 49% of teenage girls have low intakes of iron, which may result in iron deficiency anaemia. 3/6
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As an evidence-based public body, our evidence and data, insight and analysis are relied upon by government, researchers and farmers alike for the benefit of a sustainable agriculture industry. This extends to the media to ensure balanced and accurate reporting. /2
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The UK is one of the most sustainable places to produce beef and lamb, with many health and agricultural benefits. Check out this article from
@NFUCountryside
for more facts about sustainable meat and farming:
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Methane coverts to CO2 after a decade, that CO2 turns into grass. Cows then eat the grass, and the CO2 is burped out as methane. The cycle is complete. The soil the grass lives in also absorbs and holds onto CO2 from the atmosphere.
Add livestock to grassland and let the nutrient cycling (and carbon sequestration) begin. (Source: Smiling Tree Farm)
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#AgriLeaderForum23
is back! An event attended by those wanting to take their business to the next level.
Expect speakers from outside the industry like
@dansodergren
to inspire your thinking around leading yourself, leading your people and leading you.
More info & booking 🔗👇
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Did you know, the carbon footprint of UK beef is 35% lower than the global average and significantly lower than a number of other key beef producing nations. Making the UK one of the most sustainable places in the world when it comes to the production of beef.
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FACT: Red meat and milk from the UK is among the most sustainable in the world.
Thanks to
@JoeWStanley
for sharing how his farm contributes to sustainable farming and food production
Farmers, share your story with
#weeatbalanced
In 48 seconds I try to explain how
#livestock
are essential in maintaining soil health & fertility & producing
#sustainable
food 🐄 🐑 💩 🌱 ♻️
@TheAHDB
#WeEatBalanced
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When it comes to the food we eat, the way it is produced has a huge impact on its environmental impact and sustainability.
Thanks to our landscape and climate, red meat 🥩 and dairy 🥛 from the UK is amongst the world's most sustainable.
Find out more 👉
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New study finds vegetation on cattle and sheep farms offset 90% of the on-farm agricultural emissions.
Showing how beef and lamb production in temperate climates such as the UK, can be carbon neutral or even carbon positive.
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Most of the meat consumed is produced here in the UK, which thanks to our climate and the efficiencies of our farmers is among the most sustainable in the world. 2022 red meat imports came from <50 countries so for the study to compare 119 countries seems irrelevant.
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The Eat Lancet Commission has published a report suggesting how it thinks people should change their diets to be healthier and lower their carbon footprint. Here’s what we think of it:
#EatLancet
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We’re pleased to announce the appointment of Graham Wilkinson as the new AHDB CEO.
Read more on this:
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We're all concerned about climate change & our impact on the environment. Which is why it's important to share factually correct information about sustainability & how livestock farming actually helps manage the countryside. Download your asset pack, here:
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AHDB has contacted the programme makers. We look forward to a response. /2
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Well done
@OnlineAgShow
and everyone else taking part today.👏All to support industry and raise money for
@RABIcharity
@RSABI
@FCNcharity
@yanafarming
@dpjfoundation
. Pop along to
#GreatestAgShow
, you'll find us in the Education Village!
#AHDBeducation
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Without grazing ruminants, more than 60% of agricultural land in the UK would be taken out of food production, because it is not suitable for cropping. Share the message with our factually-correct images about agriculture, red meat & the environment:
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We've all seen claims that red meat is bad for your health. Actually, we believe it plays a central role in a balanced diet.🍽️ We've put together a number of fact-based infographics which help you to have a positive conversation about red meat.
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We asked
@NFUtweets
@Minette_Batters
who her favourite leader is? Who does she look to for inspiration?
Watch the video below to find out!
#AgriLeadershipWeek
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Despite the headlines, soya milk alternatives are substantially LESS sustainable than cows milk produced in the UK
Great article in this morning's
@thetimes
and
@Telegraph
#sustainablediet
#drinkmilk
Read it here 👉
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Help share positive messages about farming 📣. Use our evidence-based resources and social media infographics, to support the meat and dairy industry in having positive conversations online. Download your asset packs, here:
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There is a lot of talk at the moment about sustainable food and the impact of eating red meat has on the environment. Grazing cattle and sheep aid biodiversity and help manage our unique and beautiful countryside!
#farming
#environment
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Share the positive messages 📣 about farming & the environment using our evidence-based social media infographics including the UK is one of the most sustainable places in the 🌍. Download your asset packs, here:
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Fantastic to have the support of The Prince Of Wales for the
#PickForBritain
campaign.
#FeedTheNation
@DefraGovUK
@AHDB_Hort
"If we are to harvest British fruit and vegetables this year, we need an army of people to help."
The Prince of Wales has shared a message in support of the
#PickForBritain
campaign. 🍓🍏🍅
@DefraGovUK
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The UK is already producing some of the most climate-friendly red meat across the globe, with beef production 2.5 times lower than the global average. British farmers are now striving to be even more efficient. Read more here.
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🆕New Campaign🆕
We're launching a £1.5m advertising campaign to showcase Britain’s world-class meat & dairy. 'Eat Balanced' sets out to encourage more households to continue eating meat 🥩 & dairy 🥛 as part of a balanced diet
#WeEatBalanced
More info👉
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Food fulfils different roles within our diet and cannot be fairly compared by weight, calorie, or nutrient contribution. Limited intake of animal-based foods has also been shown to increase nutritional inadequacy, an area often overlooked by these kinds of studies.
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COMING SOON ❗
Keep your eyes peeled for our new TV ad 📺 to highlight the role meat 🥩 and dairy 🥛 from the UK plays in a balanced and sustainable diet. The ad will be aired on C4, ITV, Sky and on-demand services.
Find out more about the campaign ➡
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We'll be at the
@OnlineAgShow
this Saturday! Come along & join in the fun whilst also raising money for charity. With all the usual favourites from a display area to the beer tent, you can find us in the farm education zone
#GreatestAgShow
. Get involved!
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Not everyone has the opportunity to visit a farm which is why we visited
#dairy
farmer
@AbiReader
to talk about the industry that gives us milk for breakfast, butter for crumpets and cheese for our toast in 'This is British Dairy Farming'
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"Cow’s milk, for those who can drink it, is part of a healthy diet." 🥛
Great to see
@DoctorChrisVT
endorsing the naturalness of cow’s milk in
@DailyMailUK
. Not only does it contain 8 essential nutrients, but British milk is also among the most sustainable in the world. 🌍
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Our brand new We Eat Balanced TV ad has launched! 📺 You can catch it in the ad breaks during Emmerdale, Coronation Street, Sunday Brunch and many more!
👀 If you spot it, let us know 👇
Discover more 👉
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Just over 60% of UK agricultural land is grassland, which is used to graze livestock. These grasslands capture and store carbon from the atmosphere, provide a habitat for wildlife and aid biodiversity. Get the facts here:
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Red meat and dairy form an integral nutritional part of a healthy balanced diet, and are vital for food security.
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Do you know where most of the UK's carbon emissions REALLY come from?
#redmeat
#environment
#sustainability
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Almost all households in 🇬🇧 buy meat regularly with 92% of households buying red meat last month, that's why British farmers are committed to continuing to deliver this quality product while positively contributing to the environment.
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The study states that the impact of carbon dioxide absorbed by livestock farming is ‘modest’, yet experts in this field are united in the fact that no farm-level data currently exists to demonstrate the rate of carbon dioxide absorbed by livestock systems in the UK.
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You can help spread the word 🗣️that meat and dairy can be enjoyed as part of a balanced diet. Download and share our images, update your profile picture with our twibbon and share you story for everyone to see.
#WeEatBalanced
Find out more 👉
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Beef, pork, lamb and dairy from the UK is produced to some of the highest standards in the world! 🍽️
RT if you agree and you're proud to farm!
#WeEatBalanced
@AHDB_BeefLamb
@AHDB_Pork
@AHDB_Dairy
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#Stayhome
& eat steak! 🍽🥩We’re rallying industry & chefs to show consumers how to enjoy the perfect steak. Get involved with
#SteakNight
#MakeItSteak
campaign by sharing the recipes from Simply Beef & Lamb website, Facebook & Instagram. Discover more:
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AHDB's experts will be making a more in-depth review of the study in due course.
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🚨BREAKING NEWS🚨
Meatless Farm has withdrawn its adverts following a complaint made by AHDB to the ASA.
Read more about why it was pulled here 👉
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Red meat is a nutrient dense food, providing an important source of protein, iron, zinc, B vitamins, vitamin D, selenium and iodine. 🍽️ We've put together a number of fact-based tools, to help share the message:
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Share the positive messages 📣 about farming & the environment using our evidence-based social media infographics including the UK is one of the most sustainable places in the 🌍. Download assets, here:
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🗣 Help spread positive facts on 'Climate-friendly farming'. Download and share our informative infographics and get as many eyes as possible on what's real 👉
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The UK is one most of the most sustainable places in the world to produce red meat, our climate and geography mean very few additional inputs are required to convert naturally occurring grass into high-quality protein.
All meat production is not the same
@BBCOne
@lizbonnin
.
#MeatAThreatToOurPlanet
#BackSustainableFarming
🇬🇧
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Today Graham Wilkinson
@gwilks2
joins AHDB as its new Chief Executive Officer. He brings a wealth of experience and a record of success from his time at Arla Foods.
@SamCharlton18
met with
@gwilks2
to discuss his vision for AHDB.
🎧 Listen now 👉
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Livestock farming has many positive impacts on the environment:
✅ Captures carbon from the atmosphere
✅ Prevents topsoil depletion
✅ Flood protection
✅ Encourages & maintains biodiversity
✅ Social & economic benefits to rural areas
✅ Provides a sustainable food source
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Want to know how you can get involved in
#WeEatBalanced
? 🗣
Here's all you need to know ⤵
Join in with the conversation to shout about why a balanced diet is a healthy and sustainable way to eat. 🍽️
@RedTractorFood
@NFUtweets
@qmscotland
@HybuCigCymru
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More reports today on where most of the UK's carbon emissions come from, here's where they REALLY come from and how agriculture fits into this.
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❗BREAKING NEWS❗
British lamb is on its way to the US for the first time in more than two decades. 🇺🇸 Trade with the US is estimated by AHDB to be worth £37 million to the sheep sector in the first five years of trade.
Discover more 👉
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We've launched a pilot project with
@LEAF_Education
that will offer 20 farmers fully funded training to deliver memorable on-farm experiences, help school children better connect with food and see a real working farm. 🚜🍽️
Submit your applications👉 .
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Let’s kick off
#Farm24
by retweeting if you agree that our
#farmers
have an incredible story to tell, have done for many generations and will do for many more
#monitorfarm
#strategicfarm
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The UK is already producing some of the most sustainable red meat across the globe, with beef and lamb carbon emissions 35% lower than current global average. British farmers are striving to be even more efficient.
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Protein is essential for growth and muscle repair, and red meat 🥩 can provide more than THREE times the protein per gram as vegetable sources.
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We believe that red meat plays a central role in a balanced diet & a balanced, natural approach to farming. We've created images/gifs to support you in having positive, engaging & factually-correct conversations on agriculture, red meat & the
#environment
:
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We've launched a new advertising campaign to showcase Britain's world-class meat & dairy. 'Eat Balanced' sets out to encourage more households to continue eating meat 🥩 & dairy 🥛as part of a balanced diet
#WeEatBalanced
Listen now ➡️
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Without livestock, the landscape of England would change significantly. It's important to remember that grazing ruminants help manage permanent pasture as an effective carbon sink whilst also providing a habitat for wildlife and aiding biodiversity.
0
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In agriculture, poor mental health is one of the biggest threats with the current pandemic providing more challenges than ever before.
Join us and
@willpenrievans
to discuss how we can raise awareness to those working in the Ag and Hort sectors 👉
0
23
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Complaints made against our We Eat Balanced campaign have not been upheld by the Advertising Standards Agency, an important ruling for us and the whole of British farming.
#FoodAFactofLife
@ChristineMWatts
Read the full story:
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10
31
Did you catch
@AHDB_Cereals
Strategic farmers
@The_Barker_Boys
in
#SavingOurWildIsles
on BBC One?
They showcased how arable farming and UK wildlife can balance together, to restore biodiversity to the British Isles. You can watch it here 👉
0
10
31
Farming community urged to use the hashtag
#farmingcares
and share what they already do to care for the environment, animals and wider society, in response to the inaccurate portrayal of British Farming on
#MeatAThreatToOurPlanet
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Who are the women in farming that inspire you?
On
#InternationalWomensDay
we are celebrating just some of the extraordinary women from AHDB and those in the industry we love to collaborate with.
#IWD2023
📷:
@beanstlkglobal
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In partnership with
@qmscotland
&
@HybuCigCymru
, we are launching a £1.2m campaign to encourage consumers to
#MakeIt
with beef at home. 🍽🥩
It will be landing on:
TV📺
Video on demand💻
Radio📻
Social media📲
Find out more 👉
5
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AHDB inspires farmers, growers and industry to succeed in a rapidly changing world and by working together we can be fit for the future.
0
14
29
Good morning to everyone on
#Farm24
! We're kicking off with Welsh dairy farmer
@AbiReader
, who explains how fitness monitors are used to track the wellbeing of her cows to ensure they are happy and healthy. In return, the cows produce delicious milk!
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7
29
It's important to ensure everyone can talk about mental health but it's also essential to know about the support available. This webinar will discuss how we can widen awareness in the industry & the work being done to break down barriers. Register here:
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24
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An interesting video from
@JoeWStanley
explaining the important role grazing livestock plays in keeping our agricultural land sustainable.
Organic (animal) manure is vital for healthy & productive
#soils
.
Without farmed
#livestock
, growing a sustainable ‘plant based diet’ would be impossible.
#WorldSoilDay
🐂🌱
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Have you seen
#WeEatBalanced
in supermarkets during your weekly shop? We're in the aisles, providing consumers with the facts about meat and dairy. Keep an eye when you're next in store 👀
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12
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👀 Have you spotted the We Eat Balanced TV ad yet? 📺
We're aiming to reach over 32 million adults over the next couple of months reminding them about the benefits of red meat and dairy as part of a healthy and sustainable diet.
Find out more 👉
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