Charity criticizes UK government’s red meat campaign for health risks

Humane Society International/UK has criticized the UK government's recent campaign promoting increased consumption of red meat and dairy, launched by the Agricultural and Horticultural Development Board (AHDB). This campaign, part of the multi-million pound 'Let’s Eat Balanced' initiative, contradicts Labour's health and climate policy goals, which aim to reduce preventable diseases and greenhouse gas emissions. The AHDB's spending on pro-meat propaganda has raised concerns, as it accounted for 42% of its total expenditure from January to June 2024, amounting to over £2.5 million. The Climate Change Committee has emphasized the need for a significant reduction in meat and dairy consumption to meet the UK’s climate targets. Their recommendations include a 20% reduction in meat consumption by 2030, increasing to 35% by 2050, and a similar reduction in dairy products. Despite this, the AHDB continues to invest in marketing campaigns that promote meat and dairy, which has drawn criticism from health professionals for being misleading and contrary to established dietary guidelines. Claire Bass, senior director of campaigns and public affairs at HSI/UK, labeled the AHDB's campaign as 'reckless self-sabotage' that undermines the government's public health and climate objectives. She urged the new Labour government to refocus the AHDB's efforts towards promoting sustainable horticultural produce instead of encouraging the consumption of meat and dairy. The campaign has been condemned as regressive, especially in light of European countries promoting plant-based diets and implementing higher taxes on meat production. The ongoing debate highlights the tension between agricultural interests and public health and environmental goals in the UK.