Supplied by Beef and Lamb SA
“We march to the beat of our own drum. We are brave. We are proud. We are every South African. We are Beef and Lamb SA.”
Beef and Lamb SA is the newly formed, official consumer education programme for the Red Meat Industry Services (RMIS). This non-profit company has been appointed by the primary red meat industry to deliver services to the entire industry value chain and to execute the Red Meat Strategy 2030. Beef and Lamb SA is funded by a statutory levies, paid by the red meat value chain role players. The main mandate of Beef and Lamb SA is to perform generic commodity consumer education. Beef and Lamb SA aims to translate science into consumer-friendly messages to assist consumers in making informed decisions when it comes to red meat consumption.
“We see Beef and Lamb SA as the influencer to the influencers,” says project and brand manager Marina Fourie (formerly the project manager of Lamb and Mutton SA). “We don’t believe in reinventing the wheel and feel strongly about the fact that there are great food communication platforms and individuals out there who are custodians for red meat. We seek to engage with and empower these platforms; we will be collaborating instead of flying solo with consumer education.”
Beef and Lamb SA base their consumer education on sound, current consumer insights data that is generated in-house to inform targeted, relevant, educational campaigns. The main educational themes currently include product utilisation, red meat industry practices, nutrition and health, and sustainable consumption. Beef and Lamb SA will replace Lamb and Mutton SA and Beef Up, the former consumer education campaigns for the red meat industry.
Follow @beefandlambsa on Instagram and keep an eye on Food24 for this month’s Beef and Lamb SA launch campaign, “My Beef and Lamb Story”, during which consumers and Beef and Lamb SA team members will share their favourite recipes to be recreated by the talented content creators at Beef and Lamb SA.
For more information, contact Beef and Lamb SA brand manager Marina Fourie at email@example.com.
Beef and Lamb SA is the consumer education project of the Red Meat Industry Services (RMIS). Photography by Michelle Parkin @michelleparkin.