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.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.