Nutrient Profile Modelling (NPM) reporting

AHDB was urgently preparing for the introduction of mandatory Nutrient Profile Modelling (NPM) reporting, that could

severely impact meat sales. AHDB are developing a strategy in partnership with nutritionists, retailers to position red meat

as a key vehicle in encouraging higher consumption of fruit, vegetables, and pulses alongside meat.This project will play a

critical role in demonstrating AHDB's leadership in nutrition & health, whilst strengthening red meat's position in the

market.OBJECTIVESThe appointed agency will:Support the development of an NPM-aligned communications and

engagement strategy.Build practical plans and toolkits for retailers that highlight the role of red meat in healthy,

balanced shopping baskets.Create messaging that integrates red meat with fruit, veg, and pulses to support healthier

eating patterns.Provide evidence-based nutrition content and consumer insight to underpin recommendations.