If you’re obligated—as I am—to spend your days slogging through a morass of activist propaganda attacking virtually every facet of meat and poultry production, a headline such as this will catch your eye (and quicken your pulse):
“Meat Sector Goes on the Offensive”
According to the story, it appears that the Euro meat sector is responding to spate of recent bad news that has fueled aggressive new campaigns from “anti-meat ginger groups,” as they’re euphemistically styled over there.
Here’s how The Poultry Site, a web-based resource in Sheffield, England, characterized the trend:
“Organizations such as BPEX, EBLEX, Quality Meat Scotland, Hybu Cyg Cymru and the Livestock and Meat Commission of Northern Ireland in the UK, Bord Bia in Ireland, Meat and Livestock Australia and Beef and Lamb New Zealand all mount consumer advertising campaigns in a bid to boost sales.”
(And no offense to the good folks running BPEX, but they might want to re-consider their “identity” statement: “BPEX is focused on enhancing the competitiveness, efficiency and profitability for English pig levy payers and driving demand for English pork and pig meat products in Britain and globally.” Where’s the consumer benefit to any of that? C’mon, guys).
Of course, the industry—here and abroad—has been under siege of late, thanks to everything from research studies suggesting that meat eating increases one’s risk of cancer, heart disease and obesity.
Don’t get me started on that last one, but it’s out there—big time.
Maybe even more so in Europe.
For example, the Poultry Site piece noted that, “Recently in the UK, the [meat] sector came under fire from PETA with an advertisement showing a baby smoking and warning that meat eating presented similar dangers to smoking and warning consumers about the dangers of feeding red meat to their children.”
Leave it to PETA to take it totally over the top.
“The advertisement read, ‘You Wouldn't Let Your Child Smoke. Like smoking, eating meat increases the risk of heart disease and cancer. Go vegan! PETA’ ”
According to the story, two industry-connected sources protested to the UK’s Advertising Standards Authority (ASA), challenging whether the claim that “eating meat increases the risk of heart disease and cancer” was misleading and whether it could be substantiated.