A brand new advertising marketing campaign to eat homegrown meat and dairy merchandise will, for the primary time, use each the phrase British and the Union flag – because of the change in guidelines post-Brexit.

Both have been banned underneath the EU State Aid edict, which restricted unfair competitors amongst member states. But new UK laws which replaces that ban has simply come into drive.

To rejoice, commerce physique the Agriculture and Horticulture Development Board is subsequent week launching a brand new marketing campaign known as We Eat Balanced.

The advertising drive will “reinforce the importance of British meat and dairy in helping to form part of a healthy and sustainable diet”.

The AHDB stated the marketing campaign is an effort to counter opposition to a meat and dairy weight loss program within the face of rising vegetarianism, whereas the flag and “British” will even be utilized in future campaigns, together with Love Pork and Feed The Family For Less.

It added: “We had previously been restricted from using ‘British’ as the primary message because of EU State Aid rules.

“However, earlier this year, guidance on the new UK rules was published, as part of The Subsidy Control Act, opening the way for this change.”

As lengthy as using the flag and “British” doesn't disrupt worldwide commerce, they're acceptable underneath the principles of the World Trade Organisation.

Liam Byrne, the physique’s advertising director, stated Eat Balanced will function on social media, newspaper adverts and inside main grocery store shops, in addition to stickers on particular person packs of merchandise and embrace hyperlinks to wholesome meat and dairy recipes.

He added: “We are incredibly proud that we have raised the bar yet again for 2023 with our industry-leading We Eat Balanced campaign.

“We believe that through these efforts, we can foster a strong and enduring connection between consumers and our British farmers, who are so passionate about providing quality and sustainable food at every step of its journey, from field to fork.”