“She Looks Like Me” campaign encourages women to join meat industry

"She Looks Like Me"

Global campaign “She Looks Like Me,” backed by leading meat businesses, has been launched with the aim to change perceptions of careers in the meat industry. It will highlight female role models, encouraging more women to join the industry. 

“She Looks Like Me” will display existing roles and career options in the meat supply chain, featuring images and video testimonies from women employed in the meat industry. 

Challenging stereotypes about working in the sector, the campaign will come at a time when the meat industry faces increased public scrutiny and pressure to become more diverse. A report commissioned by Meat Business Women last year showed women make up only 36 per cent of the meat industry’s global workforce, holding just 5 per cent of chief executive roles. 

“To attract and retain more female talent, the meat industry needs more visible role models and showcase a wider variety of roles,” Meat Business Women global chair and creator of the campaign Laura Ryan said. 

“Many people still think working in the meat industry means being a farmer or working on the production line – and they often think it means being a man. By championing real women who work in our sector, ‘She Looks Like Me’ will shine a light on the meat industry in a way that’s never been done before, giving it a human – and female – face and showing the career options that exist.” 

At the launch of the campaign, a video will be released featuring 50 women working in meat businesses across the globe including CEOs, retailers, farmers, technical, commercial and NPD managers and those in production and finance positions. 

Succeeding that, a series of “day in the life” video will showcase a more detailed glimpse behind the scenes of working life in the meat sector. 

Meat Business Women has also created a free digital toolkit for those in the meat industry to upload their own #shelookslikeme content. 

“We are encouraging everyone in the meat industry – businesses and individuals – to download the digital resources from the Meat Business Women website, share our campaign videos and post their own #shelookslikeme content,” Ryan said. 

“Help us showcase female talent and spread the word about the fantastic career opportunities in the meat sector.” 

The toolkit will aid in humanising meat industry jobs and more broadly promote career opportunities in the sector. 

The campaign will run across digital and social channels such as LinkedIn, Twitter and Instagram throughout 2021. 

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