Meat Consumption: Proviande Myths Debunked
The Swiss meat industry association Proviande presents itself as a rigorous fact-checker: it purportedly “debunks” three myths about meat consumption and promotes this claim in «20 Minuten» and «Sonntagszeitung».
Proviande prides itself on its “communication” on behalf of Swiss meat.
In 2022, the organisation placed approximately 45 PR articles in the largest daily newspapers and news portals in Switzerland, according to its own figures.
A bold somersault by the meat industry: it “debunks” myths about meat consumption and promotes meat as sustainable, writes infosperber.ch.
Proviande labels as Myth 1 the statement “The methane gases from cattle accelerate global warming.”
As Myth 2, the meat industry cites the claim “It would be more sustainable to use the land on which cattle graze for vegetable farming.”
Myth 3, which Proviande would like to refute, is the statement “Plant-based protein supplies the body with sufficient protein.”
In its conclusion to the alleged “debunking” of the three myths, the meat industry makes a rose-tinted and fact-free pitch for environmental protection.
Proviande’s PR arguments cannot turn the facts on their head: if we want to live sustainably, we must drastically reduce our meat consumption.
Swiss meat has not necessarily lived well
Many consumers believe that farm animals in Switzerland are better off than is actually the case. However, Swiss Animal Protection (STS) estimates that nearly half of all farm animals in Switzerland live under only the minimum requirements of the Animal Protection Ordinance.
These misleading advertorials by Proviande are paid for not only by those who produce and eat meat. The advertising itself is also controversial.
The meat-free path is the most natural
Sun, air, soil and water combine to produce the fruits of the earth: vegetables, fruit, legumes, nuts and seeds. The nutritional value of this food comes directly from the source.
Meat in the diet always contains a high proportion of toxins and makes one extraordinarily susceptible to disease. The number of various cancers rises significantly in countries with unbounded meat consumption.
Even if lobbyists repeatedly claim the opposite: meat makes people sick, the planet, the climate, agriculture, the animals and the people.
| You can help all animals and our planet with compassion. Choose empathy on your plate and in your glass. Go vegan. |
