2010/06/15

Interbev’s first media campaign highlights the impact of beef cattle farming in France

Interbev, the French Cattle and Meat Industry National Association, is launching a large-scale campaign to raise awareness amongst French citizens on environmental, food and economic issues related to the French beef cattle farming and industry. Maintaining a diversified environment, using the land in a sustainable yet profitable way, the quality and variety of flavours of the meats on offer, social and economic development, the specificity of cattle breeding in France … such are the main characteristics of French beef cattle farming.

In response to recent criticism of beef on environmental and nutritional grounds, this campaign targets the general public, opinion leaders and elected officials.