Spencer Matthews has teamed up with the Agriculture and Horticulture Development Board (AHDB), Quality Meat Scotland (QMS), and Hybu Cig Cymru - Meat Promotion Wales (HCC), backing a new collaborative campaign highlighting the importance of lean red meat in a healthy, balanced diet.

The British reality star will help educate consumers through promoting new mid-week meal recipes on his Instagram account, after recent research suggests 23% of the UK population are red meat 'waverers', and Alan Clarke, Chief Executive of QMS, said 'We hope this will inspire Spencer’s extensive following to give these quick and easy recipes a go in their own homes'.