A new caveman-style diet focused on eating quality red meat could create big opportunities for UK beef producers.

The Grocer’s fresh food editor, Julia Glotz, said the Paleo diet could provide farmers with a golden opportunity to counterbalance red meat health scare stories and create a “halo effect” around the industry.

The diet focuses on eating quality meat, fish and poultry, while avoiding processed foods, with the aim of improving health and taking back control of what goes into your diet.

“These are people who love your product,” she told delegates at the British Cattle Breeders Club Conference in Telford. “They’re prepared to invest in quality meat and prepared to pay a decent price.”

The craze is directly linked to the Crossfit fitness movement which combines weight lifting, gymnastics and metabolic conditioning. Crossfit gyms – of which there are 100 in the UK – recommend Paleo diets as part of its fitness programme. Consequently growing gym numbers are linked to increased Paleo uptake.

Rising popularity has lead to an increasing online population of Paleo dieters, but because the diet stems from the USA, there is a current lack of information for UK consumers.

“There is an information vacuum,” said Ms Glotz. “At the moment information is heavily US influenced and there is a huge focus on grass fed versus grain diets.

“I was struck by how many UK consumers are asking questions on forums. A lot of US users are stressing the value of grass-fed beef, and UK consumers are asking if they need to go to specialist shops to source it.”

She emphasised the need for the industry to be prepared to answer questions as they appeared. “What’s your message on grass fed? How do you feel about recommended portion size? Are your ready to respond to a fresh debate on red meat and health risks?”

There was also the potential for farmers to tap into the market and supply Crossfit gyms with meat directly, she said.

More on this topic

Read the government’s recommendations on cutting back red meat in the diet.