UK – The Agriculture and Horticulture Development Board (AHDB) has launched its latest campaign promoting the taste and nutritional benefits of British meat and dairy, but it has quickly become a point of contention.
The campaign, titled “Let’s Eat Balanced,” aims to highlight the importance of protein and vitamin B12 in meat and dairy products while also showcasing sustainable farming practices. However, it has drawn criticism from The Vegan Society, an educational charity, for allegedly undermining health and sustainability recommendations.
The AHDB, a statutory levy board supported by farmers and stakeholders across the supply chain, unveiled the campaign last week. It emphasizes the nutritional value of British meat and dairy and seeks to educate consumers on the efforts of British farmers to meet global food production standards.
The campaign is set to run from August 27 to September 30 and features a variety of elements, including recipes for “healthy and balanced” meals using British beef, lamb, and dairy, as well as videos highlighting environmentally friendly farming practices.
“It successfully highlighted the important roles our farmers play in providing high-quality produce and their dedication to environmentally friendlier practices. We are proud to be back championing British meat and dairy on behalf of our levy payers,” Carrie McDermid, Head of Domestic Marketing at AHDB, expressed pride in the campaign, which follows a successful first run in January.
Campaign meets opposition
However, The Vegan Society has expressed strong opposition to the campaign. Claire Ogley, Head of Campaigns, Policy, and Research at the charity, criticized the campaign for promoting increased red meat consumption, which she argues contradicts guidance from UK health professionals.
The NHS Eatwell Guide, for instance, advises limiting red meat consumption to 70 grams daily and processed meat to a maximum of twice per week.
Ogley pointed to other European countries, such as Germany, Austria, and Norway, which have started encouraging citizens to reduce meat consumption and adopt more plant-forward diets.
“Other governments are already taking advantage of the opportunities afforded by a transition to plant-based eating, and the adverts released by the AHDB make the UK look increasingly behind the times,” she remarked.
The Vegan Society’s criticism is supported by several medical groups, including The Doctors Association UK and Plant-Based Health Professionals, both of which have condemned the campaign.
They argue that meat and dairy are not essential parts of a healthy diet, noting that nutrients like Vitamin B12 and protein can be obtained through well-planned plant-based diets.
In response, Oxford farmer Silas Hedley-Lawrence defended the campaign, stating that it uses “evidence-based research” to educate consumers about the benefits of red meat and dairy within a balanced diet.
“It promotes our positive farming practices and showcases the high quality of British produce. It helps us tell our stories and reach more consumers. As a farmer, I am proud to play my part,” he said.
The Vegan Society also referenced its own research, conducted in partnership with the Office of Health Economics, which suggested that widespread adoption of plant-based diets in England could save the NHS billions annually and reduce cases of cancer and cardiovascular disease by 2.1 million.
Ogley called for UK policymakers to support a transition to plant-based farming and to promote diets that are both healthier and more sustainable.
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