Massive vegan campaigns are planned for the new year as the Scottish Association of Meat Wholesalers (SAMW) calls for more facts in the meat debate. Go Vegan World is running adverts on buses, train stations, billboards and the London Underground to promote an exclusive plant diet.

Telephone kiosks in Scotland, buses in Ireland and London will all see an anti-dairy campaign with the “dairy takes babies” slogan.

It’s time to bust the myths surrounding meat production and consumption with fact-based truth

Until now, Irish buses had refused to take the advert.

In contradiction, SAMW has used their new year’s message to call for greater clarity and truth on meat’s impact on the environment.

They stated: “It’s time to bust the myths surrounding meat production and consumption with fact-based truth and a big dose of reality, a task for producers, processors and retailers that needs to be the top priority in 2020 if our industry is to have any sort of meaningful future.”

United industry

SAMW president Andy McGowan is calling on the industry to unite behind the facts on meat production.

“We need to unite as an industry in getting behind QMS to present this strong message to the nation’s increasingly confused consumers,” said McGowan.

“While consumers love our product, they are constantly made to feel guilty about choosing to eat meat, being regularly exposed to a mantra of anti-meat propaganda, dressed up as concern for a host of other issues.