From the moment we’re born, we’re relentlessly targeted by ads.
Children in Scotland are no exception. As they head back to school this year, they’re being nudged toward red meat with the return of a controversial scheme: The QMS 2024 Meat Voucher Scheme.
The scheme, run by Quality Meat Scotland (QMS)– an industry lobby group promoting the Scottish red meat sector– is providing schools with up to £180 worth of vouchers to purchase Scotch Beef, Scotch Lamb, and Specially Selected Pork. It’s marketed as an opportunity to teach children about the benefits of red meat and, according to their website “promote healthy, sustainable eating habits.”
But with the increasing urgency to reduce meat consumption to combat climate change, why is red meat being actively promoted in schools? And why can powerful industries market their products in educational settings?
Last year, 300 schools participated in the scheme, which QMS claims had a "significant impact" on incorporating “high-quality, sustainable red meat into educational activities and pupils’ diets.”
Yet, this initiative has raised concerns about encouraging higher red meat consumption among children— a demographic already vulnerable to marketing influences and whose eating habits can be shaped for life during childhood.
Dr Shireen Kassam, a consultant haematologist and founder of Plant-Based Health Professionals UK (PBHP), shared her concerns with *Plant Based News.* “I am truly horrified to learn of this Meat Voucher Scheme, promoting the consumption of red meat in Scottish schools.” She noted the “abundance of evidence” linking red meat to increased risks of cardiovascular diseases, type 2 diabetes, and certain cancers. “Food preferences start in childhood and impact diets later in life, which is undoubtedly why the meat industry is providing red meat to children,” she added.
Food Standards Scotland recommends adhering to the Eat Well Guide, which prioritises plant protein over animal protein, and recommends consumers “eat less red and processed meat.” This advice aligns with global dietary guidelines that encourage a shift towards more plant-rich, sustainable eating habits.
These foods are good sources of protein, vitamins and minerals. Pulses, such as beans, peas and lentils, are good alternatives to meat because
they're low in fat and they're a good source of fibre and protein, too.
Choose lean cuts of meat and mince, and eat less red and processed meat like bacon, ham and sausages.
Aim for at least 2 portions (2 x 140g) of fish every week, 1 of which should be oily, such as salmon, sardines or mackerel.
Source: NHS, The Eatwell Guide
In 2020, the Scottish government introduced updated guidelines for school meals to combat childhood obesity, including limits on the weekly servings of red and processed meats. The Meat Voucher Scheme contradicts these efforts by promoting red meat consumption.
The Environmental Toll of Red Meat
The production of red meat negatively impacts all aspects of planetary health.
It is a major contributor to greenhouse gas emissions, deforestation, biodiversity loss, and the development of antibiotic-resistant infections and zoonotic diseases. Even when meat is marketed as "sustainable" or "locally sourced," the fundamental environmental costs of its production cannot be ignored.
We spoke to QMS who shared that “At a broader level, Greenhouse gas emissions from Scottish beef production are around half the global average estimated by the Food and Agriculture Organisation of the United Nations (FAO). Scottish beef has one of the most sustainable GHG footprints per unit of production at 18.3kg CO2 equivalent per kilogram of live weight (QMS Enterprise Costings 2022).”
Even if Scottish beef has a lower carbon footprint compared to the global average, it still contributes significantly to greenhouse gas emissions, especially when compared to plant proteins such as legumes. The emphasis on local production also downplays the broader environmental costs associated with animal agriculture, especially when you consider that transport typically accounts for less than 1% of beef’s GHG emissions.
Leading organisations, including the Eat-Lancet Commission, the British Dietetic Association, and the WWF, all advocate for reduced meat consumption to meet sustainability targets and protect human health across the lifespan.
Promoting red meat in schools contradicts these recommendations and disregards the substantial body of research advocating for reduced meat consumption to prevent chronic illnesses.
Misinformation and the Influence of Industry in Schools
Research shows that food advertising influences children's food preferences and consumption. QMS positions the Meat Voucher Scheme as an educational tool, with resources and themed events like "Tasty Little Weeks" to immerse students in learning about red meat. However, this initiative blurs the line between education and marketing, embedding commercial interests within the school curriculum.
The QMS narrative, framing red meat as essential for "healthy, sustainable eating habits," mirrors a broader industry-driven agenda that minimises the negative health and environmental impacts of meat-heavy diets.
Targeting children with marketing disguised as education is particularly concerning. Schools should be neutral grounds for unbiased learning, not venues for promoting industry interests. Initiatives like the Meat Voucher Scheme exploit the trust placed in educational institutions, potentially influencing dietary choices in ways that prioritise industry profit over public health and sustainability.
While it's important to recognise that providing free food can help address food insecurity in underfunded schools, it's equally vital to question whether the scheme truly serves the best interests of children's health and education. Rather than promoting increased red meat consumption, schools should be empowered to offer education based on the latest nutrition science, prioritising whole foods and plant proteins that align with both health and environmental goals.
The QMS Meat Voucher Scheme may claim to bring "an extra treat" to schools, but the real treat for Scotland’s pupils would be an education that prioritises their health, their understanding of sustainability, and their right to accurate information.
We call on educators, parents, and policymakers to scrutinise the scheme and advocate for a food system that truly supports our children’s futures.
“I urge all teachers to boycott this scheme and instead prioritise healthy plant-based meals, which will support better physical and mental well-being in children and protect the planet for their future,” Dr Kassam told Plant Based News.
