Grayling Blog
The Challenge of a Meat Free Lifestyle
Posted on 25.07.2011 by Victoria Webster
Beef: An intensive food
As the climate change debate continues to diversify, one of the latest suggestions is that the consumption of meat is having a significant impact on our climate. By 2050, global meat consumption is expected to have increased by almost 80%, which will inevitable put a huge strain on our earth’s resources. In fact, a 2006 report by the Livestock, Environment And Development Initiative claims that the livestock industry is one of the largest contributors to environmental degradation worldwide.
Brazil is the world’s largest producer of beef and whilst that might be good news for their economy, it’s bad news for the environment. In Brazil, beef production is the major cause of deforestation in the Amazon, with an estimated 60-70 per cent of the deforested land used for cattle ranching. Cattle feed is also incredibly water intensive, requiring roughly 12,000 litres of water for 100g of beef, as opposed to 60 litres for 100g of potatoes – not ideal for a water scarce nation such as Brazil. Meanwhile the UN Environment Programme estimates that 3.5 billion people could be fed with the cereals currently fed to animals.
The role of the third sector
So where does the third sector fit into this? The need for a society which consumes less meat is greater now than ever before and the third sector will play a critical role in implementing behaviour change campaigns to bring about this shift.
Organisations like the Vegetarian Society need to position themselves as frontrunners in the argument against the volumes of meat currently produced for human consumption. Whilst this organisation in particular urges people to go meat-free, statistics suggest that the number of people committing to a meat-free lifestyle isn’t actually going up. Which leads us to the questions; is the public aware of the issues; are they receiving sufficient education; are they feeling motivated through incentives. A combination of these will drive the public to shift their behaviour, but should we be placing so much responsibility on charitable organisations? Particularly when budgets are being squeezed now more than ever.
The Government has made some inroads, most notably through the Scientific Advisory Committee on Nutrition which advised that consumers should not eat any more than 500g of red or processed meat each week, about two sausages, but in terms of actual implementation and communication to consumers, it all seems a bit thin of the ground.
Can change be effected?
Organisations like Global Action Plan (GAP) an environmental group, and Friends of the Earth accept that whilst behaviour change is crucially important, it nevertheless remains one of the biggest challenges facing the green movement. Yet there are no easy answers to tackle this mammoth issue. What is certain is that this is one behavioural change campaign where new models of campaigning and communication will be paramount to bring about the levels of change needed - and at this moment in time, nobody has a strategy to cut meat consumption, corporate or third sector. Answers on a postcard…
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About the Author
Victoria Webster
Victoria has eight year’s experience developing and…
Webster Victoria
Director, Grayling Future Planet
Telephone: 020 7932 1862
victoria.webster@grayling.com
Victoria has eight year’s experience developing and implementing communications programmes for a range of sectors including technology, environment, third sector, health, FMCGs and automotive. Victoria specialises in CSR and sustainability from corporate, governmental and NGO perspective and works on some of Europe’s most influential and challenging campaigns.
Victoria is an expert in devising sustainability strategies and running crisis and issues projects for large organisations such as MW Brands (John West) and Jaguar Land Rover.
Successful campaigns include the launch of the Brain Donor Appeal on behalf of Parkinson’s UK – a campaign that was awarded Third Sector and PR Week awards which urged people to donate their brain to the charity for research. Through advising the Technology Strategy Board, the Government department responsible for promoting innovation, Victoria was responsible for launching the world’s largest electric car trial and a nationwide trial to retrofit social housing.
A specialist in event management, Victoria has organised events for clients including World Vision, BT and Costa Coffee, in various locations including Trafalgar Square, Covent Garden, and City Hall consistently securing coverage across all media.
With a personal passion and interest in the third sector, Victoria frequently writes for Guardian Voluntary Sector Network and Third Sector.
Victoria’s client experience includes: Parkinson’s UK, Technology Strategy Board, Jaguar Land Rover, Sony, MW Brands (John West),
Industry Sectors
CSR, Not-for-Profit, FMCG, Healthcare
Skills
Public Relations, Stakeholder Engagement, Stunts
Any other experience, specialist hobbies or interests
Victoria is a passionate supporter of charity work, recently swimming 10 miles in 10 days for Sport Relief and trekking Macchu Picchu for Great Ormond Street. She is also currently learning the French language.
Languages
English, conversational French
Interesting that the only Green controlled local authority in the UK tried to bring in Meat Free Mondays and it was roundly rejected by the council employees. http://www.theargus.co.uk/news/9165595.Brighton_and_Hove_binmen_get____meat_free_Monday____the_chop/ A meat free society also presents a potential animal welfare issue - what is to be done with the thousands of bovine herds across the UK - would farmers be compensated? Would livestock be liquidated or phased out - many places are unsuitable for anything other than livestock raising etc. According to the Welsh Government (http://new.wales.gov.uk/topics/environmentcountryside/foodandfisheries/?lang=en) 7% of UK GVA comes from the agri sector and in Wales in 2008 2.4% of Welsh GVA came from the food and drink sector. Furthermore, figures from 2008 indicate that not only is meat production increasing, but so to is meat consumption.
there are meat producers who manage to be completely grass fed, with outdoor animals specifically suited to tough upland terrains, where very little else can be produced. Here's one; http://www.omegabeefdirect.ie/ Ireland in general scores esp well in terms of the carbon footprint of its meat, basically because it rains an awful lot. A recent study put Ireland on top of many of the meat sectors: http://www.irishexaminer.com/business/farming/eus-lowest-food-carbon-footprint-146256.html But the above farmer (Omega Beef direct) is far better, as his animals don't go indoors _at all_ over the winter. All of that said, less meat is certainly desirable - meals have to deemphasise the A+2b focus, and essentially be either 3b's or more mixed again. http://olivermoore.blogspot.com