…in food systems

In recent years, social media has become flooded with mis- and disinformation about food systems, creating new frontlines in the ‘culture wars. Misleading narratives frame reductions in meat and dairy as threatening food security, personal health, and even masculinity, creating backlashes against the science, and distorting public debate.
Our research shows how Big Meat and Dairy interests often create and amplify false narratives to defend their business interests. Experts warn that livestock emissions must fall by 50% by 2030 to meet global climate targets, while poor diets already account for a quarter of adult deaths worldwide. Unless we confront this tide of mis- and disinformation, we risk losing a pivotal opportunity to transform our food systems and secure a healthier, climate-safe future for all. Through our campaign, we work with policymakers, journalists, and civil society to track how these narratives spread, investigate who is behind them, and build strategies to fight back.