A Greenpeace report analyzes the communication and influence actions of four organizations defending the interests of the meat industry.
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“Love the meat, eat better.” This slogan, declined in the form of television spots, posts on social networks and brochures, many French people have crossed it since 2019. According to Interbev, the interprofessional organization of livestock and meat, which is the promoter, 90% of the 25-49 years have been outlined seventeen-seven times to one of its advertisements in 2019. On social networks, the 2020 campaign reached 10 million people on Facebook and Instagram, and 4.5 million people on Snapchat. A noticeable influence for an operation whose main purpose is to propose a New definition of the term “flexitarian” . Exit any reference to the issue of reducing meat consumption; According to Interbev, this term refers to a “omnivore of the XXI e century, an enlightened consumer, who eats everything”.
This campaign, as well as more broadly the strategies of the “meat lobbies”, are analyzed in a report published by the Greenpeace Association, Tuesday, January 25th. The survey is based on a work of analyzing the actions of influence and communication carried out by these organizations (Interbev, but also the inappropriate swine interprofession and that of the poultry of Chair Anvol, as well as the French Federation of Charcutiers-Caterers , the fict). By carrying out a broad review, Greenpeace shows how, from early childhood to the old age, the sectors strive to be present at each stage of life and in different spheres – educational, medical, scientific, institutional, etc. – To carry a common message of defense of meat, especially French.
While scientific studies agree on the major impact of meat consumption on human greenhouse gas emissions, including nearly one fifth are attributable to livestock, Greenpeace details How the interprofessions have adopted the communication codes of “millenials” on social networks to make the meat attractive – like Inaporc with its campaign “Let’s Talk About Pork”, funded by the European Union.
” These actors participate in a production of ignorance “
If the report details the activities of four main bodies, Greenpeace identified in all twenty-five organizations that defend the interests of the meat sectors, and form “a true canvas”. The FICT for example occupies the vice-presidency of Inaporc and the Presidency of the Commission “Food of Animal Origin” of the National Association of Food Industries (ANIA). “The network of these interprofessions is not only tentacular, but extremely powerful, commented on Laure Ducos, responsible for the investigation for Greenpeace. Their influence is done very finely and on a large scale.”
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