A meat industry association has demanded the Weather Network remove a video from its website that urges Canadians to consume less red meat, the latest front in the farmersB次元官网网址� fight against negative publicity for animal products amid a consumer push toward plant-based protein alternatives.
The Canadian CattlemenB次元官网网址檚 Association met with the networkB次元官网网址檚 executives Monday night to address concerns about the videoB次元官网网址檚 message, primarily claims that cows require more resources than other, smaller animals and produce 20 times more greenhouse gas than certain plants.
The Weather Network-produced video, which suggests people should cut back by about 1.5 burgers a week, highlights a recent report from the World Resources Institute, the United Nations and other partners on how the world can prepare to feed a 10-billion population by 2050.
The video B次元官网网址渄oesnB次元官网网址檛 reflect the true story,B次元官网网址� Jill Harvie, public and stakeholder engagement manager with cattlemenB次元官网网址檚 association, said in an interview.
The group disputes the videoB次元官网网址檚 suggestion that cutting back on meat consumption could help save the planet, saying beef production in Canada makes a positive contribution to the environment through maintaining grassland and sequestering carbon.
The Canadian beef industryB次元官网网址檚 greenhouse gas emissions are among the lowest in the world, she added.
B次元官网网址淲eB次元官网网址檇 hoped that the video would come down and would be essentially replaced with something that was more reflective of the Canadian context.B次元官网网址�
Estimates that suggest beef production is only a small contributor to emissions tend to leave out the impact of cutting down forests and other land use, according to the WRI website. It does note that the emission intensity of CanadaB次元官网网址檚 beef production is lower than in much of South America, Africa and Asia, according to 2013 figures.
The two parties agreed to engage in sharing information, said Harvie, adding the network appeared open to future collaboration.
The Weather Network, which is owned by Pelmorex Corp., declined an interview request and did not answer questions over email, but sent a prepared statement that said it B次元官网网址渨ill not actively advise people on their food consumption choices.B次元官网网址�
It also appeared to acknowledge the video may have missed the mark.
B次元官网网址淭he purpose of this article was merely to focus on sustainability and upon further review, we determined that our video and post did not reflect our intention,B次元官网网址� the networkB次元官网网址檚 statement read.
The videoB次元官网网址檚 narrative plays into an ongoing push by policy-makers and plant protein producers to sell consumers on the environmental and health benefits of swapping steaks for soybeans.
Cattle producers earlier this year took on plant-based protein giant and stock-market darling Beyond Meat, which makes the popular Beyond Meat burgers that have been added to restaurant menus across Canada in recent months.
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The Quebec Cattle Producers Federation filed a complaint with the Canadian Food Inspection Agency saying the California-based companyB次元官网网址檚 advertising is misleading and contravenes Canadian rules, arguing it shouldnB次元官网网址檛 be allowed to use the word B次元官网网址渕eatB次元官网网址� for its vegan products.
Aleksandra Sagan, The Canadian Press
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