A vegan meat company says it is hijacking new pro-meat initiative 'Meaty March'.
Meaty March was created by meat industry insiders in a bid to promote animal products amid the growing interest in plant-based food. The idea was initially floated in 2018, but did not come to fruition. A number of industry organizations - including the Association of Independent Meat Suppliers (AIMS) and the Q Guild of Butchers are supporting the campaign, among others.
'Challenging negative perceptions of meat'
Tony Goodger, a spokesperson from AIMS, told Meat Management: "Our focus is to challenge the negatives around meat consumption, and we are tired of hearing broadcasters suggest that non-meat diets are healthier than balanced diets.
"For this reason, The Association of Independent Meat Suppliers (AIMS) are fully supportive of Meaty March and will be encouraging our members to support the initiative.
"Meaty March will provide the whole of the meat industry with an opportunity to promote the benefits of meat and poultry in the diet as well as to challenge the notion that plant-based diets are somehow better for a person’s health."
Hijacking Meaty March
Now vegan meat company Meatless Farm says it wants to take advantage of the campaign - to highlight the benefits of eating plant-based meat alternatives.
Meatless Farm kicked off its counter-campaign by sending what it described as a 'group of beefy Brits' onto the streets of London, handing out plant-based burgers to members of the public, before revealing that the meaty patties were actually made from plants.
"We're hijacking #meatymarch because we believe in making eating more plant-based food joyful, accessible and tasty," Morten Toft Bech, Founder of Meatless Farm said in a statement sent to Plant Based News.
"We're hoping our brood of beefcakes can encourage the public to make small changes to their weekly eating habits - it's not necessarily about being vegan or vegetarian, we make it easy for people to swap, even if it's once or twice a week. We aren’t against meat or farming we just recognize that there needs to be a better balance."