Unmasking the Tactics of Agribusiness Giants
In a chilling revelation, reminiscent of the deceptive strategies employed by Big Tobacco and Big Oil, a new report by Changing Markets lays bare the sinister tactics of Big Meat and Dairy. Entitled The New Merchants of Doubt, this report exposes how these powerful industries are cunningly working to thwart essential climate action. As someone deeply invested in advocating for a sustainable future, and food transparency the findings of this report are both alarming and infuriating. If you haven't already please check out our February 2024 report 'Harvesting Denial,Distractions,& Deception:Understanding Animal Agriculture’s DisinformationStrategies and Exploring Solutions"
The Stark Reality of Animal Agriculture's Climate Impact
We cannot ignore the stark reality: animal agriculture is a colossal contributor to climate change. Food systems account for about a third of global greenhouse gas emissions, with livestock alone responsible for approximately 60% of these emissions. Despite this, Big Meat and Dairy have largely managed to fly under the radar, evading stringent environmental regulations. They continue to benefit from substantial public subsidies while making minimal efforts to genuinely reduce their environmental footprint.
Distracting the Public: The Art of Greenwashing
One of the primary tactics employed by these industries is distraction through greenwashing. It’s infuriating to see Big Meat and Dairy companies market their products as environmentally friendly and essential for a healthy diet. This involves using misleading advertising campaigns, particularly targeting younger generations through social media platforms like TikTok, YouTube, and Instagram.
These companies create a green smokescreen by promoting voluntary climate targets and environmentally friendly products. However, the reality behind this façade is starkly different. The report reveals that while these corporations invest heavily in advertising, they allocate a mere fraction of their revenues to research and development of low-carbon solutions. This discrepancy highlights the superficial nature of their green commitments and their intention to mislead the public.
Delaying Action: The Illusion of Voluntary Measures
Another key strategy is the promotion of voluntary actions over binding regulations. Big Meat and Dairy lobby for more time, claiming they are already taking steps to reduce emissions. However, these voluntary measures often lack substance and fail to achieve meaningful reductions in greenhouse gas emissions.
It’s frustrating to see that while these companies heavily advertise technical fixes like methane-suppressing feed additives, they seldom scale up such initiatives due to cost barriers. Instead, they seek additional public funding to finance these measures, further delaying substantive climate action. This delay is not just a tactic; it is a blatant disregard for the urgency of the climate crisis.
Derailing Legislation: Political Influence and Lobbying
The most aggressive tactics involve derailing potential legislation through extensive political lobbying and donations. The report exposes how these industries have successfully weakened or blocked climate policies in major regions, including the United States and the European Union.
The United States: Setting the Political Agenda
In the United States, Big Meat and Dairy’s influence is deeply entrenched in the political system. The revolving door between industry and government positions is a glaring example of this. Figures like US Agriculture Secretary Tom Vilsack, who previously worked for the US Dairy Export Council, highlight the cozy relationship between these industries and policymakers. Such connections enable these industries to shape policies to their advantage, resulting in significant public subsidies and voluntary action plans without stringent regulatory oversight.
The European Union: Undermining the Green Deal
In the European Union, the influence of Big Meat and Dairy has led to the weakening of the Green Deal, a comprehensive plan to achieve net-zero emissions by 2050. The report details how these industries have used misinformation, protests, and far-right political agendas to derail policies aimed at reducing agricultural emissions.
Global Case Studies: The Far-Reaching Influence of Big Meat and Dairy
The report includes detailed case studies from various countries, illustrating the global reach of these tactics.
New Zealand: Decades of Stalling
In New Zealand, powerful lobby groups like Dairy NZ and Federated Farmers have effectively stalled efforts to regulate agricultural emissions. The 2003 “Fart Tax” protest is a prime example of how these industries have used political influence and promises of future technological solutions to avoid meaningful climate action. Despite being a significant contributor to the country’s greenhouse gas emissions, the agricultural sector remains largely unregulated.
Australia: Fearmongering Over Methane Pledges
Australia’s attempt to join the Global Methane Pledge faced strong opposition from the meat and dairy industry. Fearmongering tactics suggested that reducing livestock numbers would jeopardize food security. The government eventually joined the pledge by assuring the industry that it was non-binding and promising investments in technical measures, rather than implementing stringent regulations.
The United Kingdom: Misinformation and Political Maneuvering
In the UK, despite hosting COP26 and committing to the Global Methane Pledge, the government has failed to implement clear plans to reduce methane emissions from agriculture. The influence of agricultural lobby groups, coupled with political moves to gain support from farmers, has hindered progress towards genuine climate action.
Brazil: Entrenched Agricultural Exceptionalism
Brazil, the largest beef exporter globally, exemplifies agricultural exceptionalism, where the interests of Big Ag are deeply embedded in policymaking. The report highlights how the industry’s influence has led to significant deforestation and the dismantling of environmental regulations under the Bolsonaro administration. Despite efforts by the Lula government to reverse these setbacks, the entrenched interests of Big Ag continue to obstruct meaningful climate action.
Italy: Cultivated Meat Ban and Strategic Misinformation
Italy’s recent ban on cultivated meat and labeling restrictions on plant-based products reveal the power of misinformation campaigns. The report identifies a spike in online disinformation around the legislative process, with influencers from the US, UK, and Sweden linking the ban to broader global conspiracies. This strategic deployment of misinformation has hindered the adoption of modern food technologies and environmental policies.
Urgent Call to Action: Implementing Solutions
The findings of the New Merchants of Doubt report underscore the urgent need for comprehensive regulatory measures to address the environmental impact of the meat and dairy industries. The report calls for significant reductions in methane emissions, a shift towards plant-based diets, and increased investments in low-carbon solutions.
Recommendations for Governments
- Implement binding regulations to reduce greenhouse gas emissions from the agricultural sector.
- Redirect public subsidies from large agribusinesses to support sustainable farming practices and small family farms.
- Promote transparency in corporate climate commitments and enforce accountability for achieving targets.
Recommendations for Companies
- Set ambitious and verifiable climate targets that align with the 1.5-degree Celsius trajectory.
- Increase investments in genuine low-carbon solutions and alternative proteins.
- Ensure transparency in reporting progress towards climate goals and reduce reliance on voluntary measures.
Recommendations for Consumers
- Educate themselves about the environmental impact of their dietary choices.
- Support companies that are committed to genuine sustainability efforts.
- Advocate for policies that promote sustainable food systems and hold corporations accountable for their environmental impact.
What Next? Charting a Path Forward
To combat the disinformation and obstruction tactics of Big Meat and Dairy, a multi-faceted approach is essential. This includes increased public awareness, stronger regulatory frameworks, and a shift towards more sustainable and equitable food systems. As the report highlights, the actions taken in this decade will define the future of our planet, making it imperative to hold these industries accountable and prioritize the health of our environment and communities.
The New Merchants of Doubt report by Changing Markets is a clarion call for urgent and decisive action against the destructive practices of the meat and dairy industries. By understanding their tactics and implementing the recommended solutions, we can pave the way for a more sustainable and just food system that benefits both people and the planet.
Read the full report The New Merchants of Doubt: How Big Meat and Dairy Avoid Climate Action
References:
- Changing Markets. (2024). The New Merchants of Doubt.
- United Nations Environment Programme and Climate and Clean Air Coalition. (2021). Global Methane Assessment: Benefits and Costs of Mitigating Methane Emissions.
- Brooks McCormick Jr Animal Law & Policy Program Harvard Law School. (2024). News: Climate and agriculture scientists set the record straight.
- European Commission. (2020). Farm to Fork Strategy: For a fair, healthy and environmentally-friendly food system.
- Murphy, K. (2022). Australian farmers warn PM not to rush into Biden’s global methane pledge. The Guardian.
- Mridul, A. (2024). Maōri Leader Wins NZ Court Appeal vs Dairy & Fossil Fuel Companies. Green Queen.
