
Chris Packham has joined forces with over 40 organizations, including Greenpeace, The Vegan Society, and Plant-Based Health Professionals UK, to call on the UK government to withdraw its support for the AHDB’s “Let’s Eat Balanced” campaign.
The initiative, which encourages increased meat and dairy consumption, coincides with Veganuary—a month-long campaign promoting plant-based living. Critics argue that the AHDB campaign is not only misleading but also harmful to public health and the environment.
In a letter addressed to key government officials, including Secretaries of State Steve Reed, Wes Streeting, and Ed Miliband, the coalition highlights the risks associated with high meat consumption. The letter cites evidence linking excessive meat intake to serious health issues such as coronary heart disease, certain cancers, and type 2 diabetes. A 2021 study published in The Lancet estimated that high-meat diets contributed to 38,500 deaths in the UK in a single year.
Despite these risks, public awareness of dietary guidelines remains worryingly low. A 2024 survey by The Vegan Society found that only 29% of respondents were aware of the recommended daily limit of 70 grams for red and processed meat, as outlined in the government’s Eatwell Guide. Of those who thought they understood the guidelines, just 35% accurately identified the 70g limit.
Dale Vince, founder of Ecotricity and one of the letter’s signatories, criticized the government’s approach, stating:
“This new research shows clearly that most people don’t understand the dangers of eating meat. So, it seems pretty crazy for a government-sponsored body to be promoting meat and dairy when actually the country needs to be informed of the risks and encouraged to eat plant-based foods instead.
“This is a serious breach of the government’s responsibility to give proper health advice when it comes to food – rather than allowing an official agency to advertise foods that we urgently need to reduce consumption of for the health of people and planet.”
The AHDB, which describes itself as an “arm’s length” public body, is funded by its members. The Department for Environment, Food and Rural Affairs (Defra) oversees AHDB activities and appoints its board. Since the withdrawal of the horticulture and potato sectors in 2021, the board primarily represents the livestock industry, with cereals largely serving as animal feed. The letter points out that contrary to its name, AHDB “is now effectively a body solely promoting the interests of the animal farming sector.”
The campaign also conflicts with the UK’s climate commitments. The government’s Climate Change Committee (CCC) has recommended a 20% reduction in meat and dairy consumption by 2030 and a 35% reduction by 2050 to meet Net Zero targets. However, the AHDB’s promotion of meat and dairy appears to ignore these recommendations, as well as expert advice from the Intergovernmental Panel on Climate Change (IPCC), which emphasizes the environmental benefits of reducing animal agriculture.
Chris Packham did not hold back in his criticism, taking to Instagram to label the “Let’s Eat Balanced” campaign as “dangerous propaganda.” He wrote:
“The AHDB has become little more than an advertising company for the meat and dairy industry. The government should be supporting farmers growing nutritious pulses, fruits, and vegetables—foods we need more of—not doubling down on products that harm health and the environment.”
“Listen to over one million health professionals. For the sake of people and the planet, we need the Government to promote fibre-rich fruit, veg, grains, and legumes—not more meat and dairy.”
The coalition is calling for a redirection of government funding toward promoting plant-based foods and sustainable agriculture. The letter highlights Denmark’s 2023 action plan for plant-based foods as a model for the UK to follow. It urges the government to invest in the cultivation of fruits, vegetables, legumes, and whole grains while educating the public on the benefits of plant-based diets.
“The Government must make people aware of the recommendations to limit meat and dairy consumption and enable a just transition to profitable and sustainable agriculture in the UK,” the letter states. “Such strategies have already been implemented by other governments, including the Danish government in 2023, and the UK must follow suit.”
More than a million health professionals are represented by organizations that signed the letter. Alongside PBHP UK, these include the Doctors Association UK and the UK Health Alliance on Climate Change.
By ending its support for campaigns promoting meat and dairy, the government could align its policies with public health and environmental objectives. The coalition believes this shift would not only benefit individual health but also contribute to a more sustainable and equitable food system.
As the letter concludes:
“It is time to align our food policies with the pressing challenges of public health and climate change.”
Full text of the letter is available at https://feedbackglobal.org/wp-content/uploads/2025/01/AHDB-Jan-2025.pdf
Lifestyle
Vegan culture, food, beauty & more
Gordon Ramsay Ditches Vegan Hate and Backs Flora’s Plant-Based Butter in New ‘Skip the Cow’ Campaign
- Totally Vegan Buzz Team
- 28th January 2025
Celebrity chef Gordon Ramsay, once infamous for his digs at vegans, has taken a sharp turn in the kitchen. Ramsay has teamed up with Flora, the famous UK-based spread brand, as its global ambassador, marking a bold new chapter in Flora’s “Skip the Cow” campaign. Flora, established in 1964, has long been a household name …
The Top 10 Vegan-Friendly Places in Latin America
- Totally Vegan Buzz Team
- 27th January 2025
Latin America is experiencing an extraordinary rise in plant-based dining options. A new study, spearheaded by Veganuary in partnership with the food discovery platform HappyCow, reveals that Latin America now boasts over 10,000 vegan, vegetarian, and vegan-friendly restaurants—an impressive 21.6% jump compared to last year. Brazil takes the crown as the number one country, with …
Continue reading “The Top 10 Vegan-Friendly Places in Latin America”
VEGAN MEMES
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QUIZZES
All the quizzes you love to binge!
QUIZ: If you score 11/12 on this quiz, you’re a verified vegan food expert
- Marlon Farrugia
- 10th January 2020
How much vegan knowledge do you have stored away? Do you have to Google your way through a shopping trip, or do you have all the bad E-numbers memorised? Find out now with this quiz. [wpViralQuiz id=27203]
QUIZ: What is your perfect Vegan Halloween Costume?
- Marlon Farrugia
- 13th October 2019
Spook Season approaches. There will be ghosts, goblins, ghouls, and glucose. You need a costume, and you want to it to show off your personality, which means VEGAN. But what to choose? Take our quiz to find out your perfect outfit. [wpViralQuiz id=33494]
QUIZ: What kind of vegetable are you?
- Marlon Farrugia
- 26th September 2019
“If you were a vegetable, what kind would you be?” A question that has tormented humanity throughout the ages – until now. [wpViralQuiz id=31281] Read: QUIZ: If you score 19/20 on THIS quiz, you’re a Vegan God