Environmental and Vegan Groups Demand End to AHDB's British Meat and Dairy Campaign

More than 40 environmental organizations and vegan activists, including Greenpeace and Plant-Based Health Professionals, are calling on the UK government to discontinue AHDB's "Let's Eat Balanced" campaign. They argue that the campaign contradicts the government's public health and sustainability goals.
The coalition has submitted a letter to Defra Secretary Steve Reed and Health Secretary Wes Streeting, expressing their concerns. The campaign, which runs annually in January, seeks to bring the public closer to farms by promoting the taste and nutritional benefits of meat and dairy.
Advertising through TV, billboards, and print highlights British beef, lamb, and dairy as natural sources of essential nutrients like protein and vitamin B12. The campaign also aims to build trust in British farming by showcasing environmentally friendly farming practices.
However, the coalition, which includes figures like environmental activist Chris Packham and organizations such as PETA UK, insists that evidence showing health risks associated with high consumption of red and processed meat should be prioritized. Instead, they suggest the government support the horticulture sector, emphasizing vegetables, fruits, legumes, and whole grains.
The letter stresses the need for public awareness about the recommendations to reduce meat and dairy intake and suggests the UK should follow other countries, such as Denmark, in making a shift towards sustainable agriculture.
Will Jackson, AHDB's communications director, defended the campaign, stating it provides science-based information on the nutritional benefits of red meat and dairy, advocating for a balanced diet that includes lean, unprocessed British meat and dairy.