The grant was mentioned in the UC Davis release that generated so much attention, but it mostly went unremarked upon by the press. One of the first actions of this new subsidiary was to acquire a 60 percent stake in Banvit, Turkey’s largest poultry processing company.

Their highest priority was to “demonstrate beef’s positive sustainability message and key role in regenerative agriculture”. Trojaan had no employees, but its accounts showed that it had made €161 million in profits between 2013 -2017, on which it paid an effective tax rate of 0. The beneficiaries, which included some of the largest Brazilian meatpacking corporations as well as oil and mining corporations, absorbed two-thirds of the allocated BNDES resources. Cows essentially chew for a living – masticating and regurgitating grasses all day long so that tough plant fibers can pass through their multiple stomachs.

The meat of yesterday — wrought with ethical, economical, and ecological issues is facing extinction.

The meat sector’s largest emitters – whose past efforts to obstruct climate action have been documented by DeSmog – plan to be on the ground in large numbers at COP28, the files show.The Brazilian government’s initiative to create National Champions has undoubtedly helped JBS, BRF and other corporations rise to the top of the global meat complex.

While animal agriculture lobbyists push for restrictive labeling laws, changes are happening in the plant-based food industry. Frank Mitloehner doesn’t echo industry talking points; he seems to create entire messaging strategies. Experts say that over the past few years, vegan food has been propelled from niche markets into the mainstream.

The 1948 short documentary film “ The Chicken of Tomorrow” explores the history of the factory-farmed egg and poultry industries. A New York University Department of Nutrition paper notes that “federal dietary advice has evolved from ‘decrease your consumption of meat’ to ‘have two or three daily servings.

Today, that vision has come to fruition: materials generated by the Clear Center, or featuring Mitloehner, feed the meat lobby’s sprawling counter-messaging machine. These attacks frequently are aimed at consumers of beef, bombarding them on a daily basis with negative commentaries concerning … the adverse environmental impact of beef production, its role in the development of antimicrobial resistance, and a myriad of other problems. Moreover, as we shall see in the following sections, the rest of the Brazilian population—as well as others around the globe—have been forced to bear the social and environmental costs of their rise. Through blog posts, videos, educational assets, op-eds, TV ads, social media campaigns, trained influencers and other channels – many described here for the first time – the industry is trying to convince us all of what the science definitely doesn’t show: that dietary change has no role in climate strategy. As big oil and gas PR tactics remain under scrutiny, big meat’s lobby flies under the radar and deals some serious blows to the race to decarbonise.

The documents, which were produced by the industry-funded Global Meat Alliance (GMA), emphasise the meat lobby’s desire to promote “our scientific evidence” at the summit, which will run from November 30 through to December 12. BRF owns Plusfood in Europe—a poultry processor with plants in England and the Netherlands that sells to major supermarkets in Europe.