UK government urged to end funding for meat and dairy promotions amid calls for a pant-based focus

Environmentalists, health professionals, and advocacy groups have called on the UK government to end the Agriculture and Horticulture Development Board’s (AHDB) multi-million-pound 'Let’s Eat Balanced' campaign, which promotes meat and dairy consumption. Over 40 organizations, including Greenpeace, The Vegan Society, and Plant-Based Health Professionals UK, have signed a letter urging the government to redirect funds toward promoting plant-based foods.

The letter, addressed to Secretaries of State Steve Reed, Wes Streeting, and Ed Miliband, argues that the AHDB campaign contradicts government goals for public health and climate sustainability. It points to evidence linking high meat consumption to increased risks of coronary heart disease, certain cancers, and type 2 diabetes. A 2021 Lancet study estimated that diets high in meat contributed to 38,500 deaths in the UK that year alone​

Despite these health risks, the letter notes that public awareness of dietary guidelines remains low. A 2024 survey conducted by The Vegan Society found that only 29% of respondents could correctly identify the recommended daily limit of 70g for red and processed meat, as outlined in the Eatwell Guide.

The campaign also clashes with the UK’s environmental objectives. The government’s Climate Change Committee (CCC) has recommended a 20% reduction in meat and dairy consumption by 2030 and a 35% reduction by 2050 to meet Net Zero targets. Yet, the AHDB continues to promote meat and dairy products, ignoring expert advice from the CCC and the Intergovernmental Panel on Climate Change (IPCC) that emphasizes the environmental benefits of reducing animal agriculture​

Chris Packham, a key signatory, stated, “The AHDB has become little more than an advertising company for the meat and dairy industry. The government should be supporting farmers growing nutritious pulses, fruits, and vegetables—foods we need more of—not doubling down on products that harm health and the environment.”

The letter highlights the potential benefits of transitioning to plant-based diets, citing reduced greenhouse gas emissions, lower land and water use, and improved public health outcomes. For example, producing plant-based proteins requires significantly fewer resources and generates far less pollution compared to animal agriculture.

Dale Vince OBE, founder of Ecotricity and another signatory, criticized the government for failing to inform the public about the risks of meat consumption. “It’s irresponsible for a government agency to advertise foods we urgently need to reduce. Instead, resources should be used to educate the public on the benefits of plant-based eating for health and sustainability,” he said.

The letter also questions the AHDB’s alignment with broader agricultural interests. Since the withdrawal of the horticulture and potato sectors in 2021, the board primarily represents the livestock industry, with cereals largely serving as animal feed. Critics argue that this focus undermines the diversity of the UK’s agricultural sector and the promotion of sustainable crops such as legumes and grains​

The letter calls for a reallocation of government support toward horticulture and plant-based agriculture. It points to Denmark’s 2023 action plan for plant-based foods as a model for shifting dietary habits while supporting farmers through a just transition.

Advocates emphasize the importance of balancing environmental and health priorities with the economic realities faced by farmers and food producers. A just transition, they argue, requires government investment in sustainable farming practices and infrastructure to support the cultivation of plant-based crops.

“We often overlook the role of small-scale farmers and producers who could thrive in a plant-based food system,” said a representative from the coalition. “Supporting these stakeholders is critical for ensuring a sustainable and equitable food future.”

The coalition urges the government to halt the AHDB’s 'Let’s Eat Balanced' campaign and instead launch initiatives to promote fruits, vegetables, legumes, and whole grains. They argue that such a shift would not only align with the UK’s health and environmental goals but also empower consumers with accurate information about their dietary choices.

By ending its support for campaigns promoting meat and dairy, the government could demonstrate a commitment to building a healthier, more sustainable food system for the UK. As the letter concludes, “It is time to align our food policies with the pressing challenges of public health and climate change.”

(Main photo courtesy of Sean Aidan Calderbank/Shutterstock.com)