Silent majority needs to be focus

The farming industry needs to focus its efforts on the silent majority of consumers who want to continue to enjoy its products as part of a healthy, balanced diet rather than locking antlers with the minority involved in the anti-meat and anti-farming lobbies.

Will Jackson, strategy director with the Agricultural and Horticultural Development Board (AHDB) said that kneejerk reactions towards the “noisy minority” or chasing down anyone who tweeted a half-truth about meat was not the best use of the sector’s energies.

“Through our work at AHDB and the industry’s work elsewhere, through highlighting all the good things about livestock production in the UK, we can give the silent majority the reassurance they need to let them continue eating meat.”

However, he added: “That is not to say we cannot do more to improve in our sector, nor ignore it every time the BBC decides to report on farming,” said Jackson.

“A lack of balanced argument will continue to be challenged, as AHDB has done this year with the BBC, Cambridge University, the Advertising Standards Authority and other high-profile organisations.”

But Jackson, who is involved in the industry’s counter-campaign to Veganuary said that farmers and others shouldn’t view the month as being ‘owned’ by those who followed alternative lifestyle choices and who set out to convert others while spreading misinformation and about livestock farming:

“We can use our strengths as a springboard, use this month wisely and reclaim January,” he said, “this month should be seen as a huge opportunity to set the record straight, hold our heads high and shout about the positives of livestock farming in the UK.”

Jackson said that with more eyes on the industry than normal, an opportunity was being provided to showcase what farmers did to keep this country eating a healthy, balanced diet.