The focus is very much on the dinner plate rather than the farmgate as David learns more about young consumers - Gen Z - to understand their attitudes towards health and how red meat and dairy fit into their meal choices. Joining him is colleague Charlotte Forkes-Rees, a retail and consumer insight analyst.

Plus find out what social media David uses. Or not!

More on our insight work:

Shopping baskets with red meat are more likely to contain fruits and vegetables | AHDB

Consumer attitudes show health is all about balance | AHDB

Using marketing to build relationships with consumers | AHDB

If you want to get in touch with the Agonomics team, please email: agonomics@ahdb.org.uk

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