Consumer education on the health benefits of red meat - A multidisciplinary approach

This paper first presents food quality trends observed in the international context and the manifestation of these and other trends within the food industry. From a consumer perspective, improved knowledge on the composition and function of foods has contributed to many of the changes in these qualities. This is due to an increased demand, and a subsequent response from the food science industry. Science based education on health could continue these positive changes in nutritional behaviour (demand), and continue the development of healthier food options provided by industry (supply).Changing agents in this process should be seen as believable and trustworthy. In the case of health and well being, health influencers, such as scientists and medical practitioners, are seen as the key towards change.

Research highlights► Knowledge of the composition and function of foods contribute to changes in the food chain. ► Science based education on health could:•continue positive changes in nutritional behaviour (demand)•continue the development of healthier food options provided by industry (supply). ► The South African Sheep Meat Marketing Forum provides generic health communication on red meat as part of a healthy balanced diet. ► The aim of this campaign is both directly to the consumer and to health professionals.