Oct 04 2019 - European livestock organisations have banded together under the European Livestock Voice in a bid to "restore balance and factual information" about livestock’s impact on health, environment and economy. The coalition of animal producers and associated sectors have produced the information hub www.meatthefacts.eu, an online portal launched to do away with the many myths and prejudices about livestock production flourishing in the public debate.
"This initiative is a first of its kind at EU level for the livestock sector. We want to focus on common myths spreading on social media around livestock. We started work several months ago, and we collectively developed this platform, including our national member organisations and their specialists. Information presented on our platform is mostly coming from academic sources and peer-reviewed scientific papers. We also asked some specialists to fact check them," says Jean-Baptiste-Boucher, Communications Director of European Farmers and European Agri-cooperatives (COPA COGECA), one of the initiative’s stakeholders.
At a time when alternative proteins are enjoying buoyancy on the market, farm-raised meat this year has come under scrutiny from proponents of emergent plant-based and lab-grown agritech. During the launch of the event in the European Parliament on 25 September Fur Europe spokesperson Mick Madsen said:
"Today, the market is being overrun with plant-based meat. That’s the food equivalent to fake fur which was introduced 25 years ago as the so-called ethical alternative to natural fur. Today, of course, we know that this alternative pollutes oceans and waterways with microplastics. Still, the story underlines that these big ethical discussions are never as simple as they are often presented."
The initiative has already achieved broad political support, amongst others from Jérémy Decerle (Renew Europe, FR), MEP Clara Eugenia Aguilera García (S & D), and MEP Alexander Bernhuber (EPP) to whom the situation is clear:
“Today’s debate about livestock farming is often held on a lack of knowledge within the society. The gap between consumers and producers is getting bigger and bigger. European Livestock Voice created a significant platform to brighten this issue and fight against disinformation at European level. It is important to spread fact-based knowledge about today’s livestock farming within the media. Hence, I strongly support this initiative."