Chris Packham Demands UK Government End 'Dangerous Propaganda' Promoting Meat and Dairy! | Totally Vegan Buzz
Photo credit: Jo Charlesworth

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

Published by Totally Vegan Buzz Team

The Totally Vegan Buzz Team are a gang of extremely entertaining writers who also happen to be vegan. Together, they bring you all the vegan infotainment you need - trends, news, quizzes and more. Leave them a comment! They love it when you guys say hi...

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