A recently created UK organisation called Freedom Food Alliance has released a detailed report exposing the meat industry’s propaganda machine aiming at demonising vegan food. 

The new report is titled “Harvesting Denial, Distractions, & Deception: Understanding Animal Agriculture’s Disinformation Strategies and Exploring Solutions”. Robbie Lockie, founder and CEO of The Freedom Food Alliance, spoke to UnchainedTV about the report, saying: “This report is a deep dive, known as our foundation report, which we did with the amazing scientist Nicholas Carter. He is the lead author and environmental scientist on this project, currently working for the Game Changers Institute. His focus with this report was really to expose some of the biggest players in these misinformation and disinformation campaigns, to try to help people understand just how insidious they are, and the effect that it has throughout society.”

A key finding of the report is the discovery that a YestoMeat industry-funded coordinated digital campaign derailed the Food in the Anthropocene EAT-Lancet Commission report. This effort hurt the public perception of a report that consisted of consensus findings from 37 world-leading scientists from 16 countries from various scientific disciplines defining targets for healthy diets and sustainable food production. Another key finding is a report from the Food and Agriculture Organization of the United Nations that was overseen, edited and influenced by the Global Dairy Platform, International Dairy Federation, International Meat Secretariat, International Natural Sausage Casing Association, and International Poultry Council, which falsely claimed Dr Walter Willet as an advisor who since demanded to be removed from the endorsement.

Lockie, who was one of the co-founders of Plant Based News, said the following about why he created a new organisation focused on exposing misinformation: “Over the last decade, I’ve become increasingly concerned about the volume of misleading information that we see on social media, the mainstream media and outdoor media through advertising. The industry has become increasingly effective at using digital advertising and mainstream media to peddle a specific narrative, mostly a false narrative, about plant-based diets, plant-based meats, the vegan lifestyle, vegan activism, and activists themselves. They’re using every trick in the book to try to push back against what is a global movement of people.”

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Jordi Casamitjana
“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.