Before launching the campaign, an audit of press coverage showed five negatives to every one positive, but now there are 5.5 positive to every 3.5 negative.

The campaign is backed by EBLEX, BPEX and HCC and is run by health and education manager Nicola Wilde who said: “This is a fantastic result and will help to change perceptions of red meat generally.

“Far too often red meat was being demonised unfairly and there was a danger consumers would be swayed by it.

“Over the last 18 months we have spoken to 90 key opinion forming journalists and scientists.

“Some of the change can also be attributed to sending out Meat Advisory Panel (MAP) fact sheets to those journalists who are identified as being 'off beam' in terms of giving the correct scientific facts. It’s just been a case of never giving up.”

MAP is a new group of healthcare professionals, scientists and researchers who provide independent and objective information about red meat and its role as part of a healthy, balanced diet.

As well as providing information for health professionals, the meat and health website (www.meatandhealth.com) contains a section on a healthy diet and lifestyle aimed at the general public. For further information please contact Nicola Wilde on 07990 507253.