A new alliance has been formed between a group of NGOs, including Compassion in World Farming, WWF and Friends of the Earth.
Eating Better is calling for governments and the food industry, to:
- Help people adopt diets that are better for us and the planet: by eating a greater variety of plant-based foods and less meat
- Support farming that produces meat in ways that benefit the environment, health and animal welfare
Celebrity chef and campaign supporter, Hugh Fearnley-Whittingstall says:
"I've always said we should be eating less meat, of higher quality, and the highest possible welfare standards.
"As the world's insatiable demand for cheap meat continues to ramp up, the message of reducing our overall meat consumption and committing to the highest welfare and environmental standards in the meat we do chose, is a no brainer. It's right for our health, right for the planet and only fair to the millions of farm animals we raise for food."
The 25 NGOs involved coming from a whole variety of sectors including environmental organisations, health and social justice.
Eating Better is calling for the public and the government to relate to meat in a different way, seeing it as a treat rather than an every-meal essential.
This 'less and better' approach to meat eating can support farmers without being more expensive for consumers.
There is growing expert consensus that a shift to more plant-based diets and eating less meat in high-consuming countries such as the UK can help cut heart disease, strokes and some cancers as well as lower greenhouse gas emissions.