The landmark review by the World Cancer Research Fund led to a wave of coverage warning about the dangers of bacon and ham.
Meat & Livestock Commission consumer marketing manager Chris Lamb claimed his organisation was prevented from influencing the coverage.
He told PRWeek: ‘There was no way anyone could get hold of the report until the morning of Wednesday, when the headlines were already out. We then had a press conference on the same day, so we could only react.’
The commission is now working with retained agency Good Relations to will develop its response to the coverage. A media strategy will be implemented next week.
