A fundraising campaign by farmers aimed at securing cash to promote British meat has failed to reach its target.
Anti-vegan initiative #MeatyMarch is part of a push by the meat and dairy lobbies to advertise their products.
Farmers wanted to raise £4,000 to create bus banners in the crowdfunding campaign which was launched on February 6. At the time of writing, donations stood at just £1,685.
According to the group: "We are a group of farmers that have got together to try and help promote education in British farming and show people the fact and dispel the fiction.
"Having set up pages on social media we would now like to up our game by being able to fund 24 bus banners with the #meatymarch[hashtag].
"Any funds raised will be put into projects to promote farming and educate the public."
Februdairy was described as a 'complete misfire' by a market analyst.Subscribe to PBN's YouTube Channel here
Although the #MeatyMarch initiative was touted on social media in February, there is little evidence of industry engagement with the campaign at the time of writing.
Hashtag analysis of the pro-farming campaign #Februdairy showed it was successfully hijacked by vegans.
Current activity, influence, and top related hashtags (vegan, meatless March, and go vegan) suggest there is little industry appetite for another month of online campaigning.