HCC launches campaign to tackle myths around meat consumption

HCC launches campaign to tackle myths around meat consumption

Hybu Cig Cymru (HCC) has launched its #ACutAbove campaign, calling for sustainable British meat production to be central to green policy-making.

The campaign comes ahead of the publication of the government’s long-awaited white paper response to Henry Dimbleby’s National Food Strategy, and follows the IPPC report setting out the scale of the climate crisis.

The Countryside Alliance, Farmers’ Union of Wales, The Association of Independent Meat Suppliers, Tenant Farmers Association and The National Sheep Association Wales have backed the initiative.

The campaign, which includes a video, informational website and social media strategy, aims to highlight the difference between sustainable red meat production and high-carbon, high-intensity and processed options.

HCC said: “Through careful land management and low-intensity farming methods, red meat can be produced, and eaten, in an environmentally friendly and sustainable way.”

A focus on the quality and provenance of British meat is also central to HCC’s message. The campaign argues that supporting livestock production in the UK avoids consumer demand for red meat being met by additional imports. HCC argues that these imports would drive up global emissions by sourcing from countries with less sustainable farming practices.

More sustainable, ethical production

Gwyn Howells, chief executive of HCC, said: “The truth is, it doesn’t have to be a choice between eating meat or protecting the planet. We know that the climate crisis we face now is real. And whilst intensive farming systems are part of the problem with the climate crisis, the answer is not to stop eating red meat, but to produce and eat it more sustainably and ethically.

“The fact is, buying locally made, high quality meat is healthy for us and the environment. That’s why in this campaign we are celebrating how British red meat is some of the world’s most sustainable with some of the lowest carbon footprint.”

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