Climate Misinformation
…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.
Spotlight
Reports
Dangerous Distractions: How agribusiness narratives continue to undermine climate action
The climate emergency is escalating, yet Big Ag industry actors continue to push misleading narratives to undermine climate action as outlined in this briefing.
The Meat Agenda: Agricultural Exceptionalism and Greenwash in Brazil
As Brazil prepares to host the 30th conference of the parties of UNFCCC (COP30) in heart of the Amazon, the country is positioning itself as a global climate leader with ambitious emissions reduction targets...
Meat vs EAT-Lancet: The dynamics of an industry-orchestrated online backlash
In October 2025, the EAT-Lancet Commission will publish EAT-Lancet 2.0 an update to the planetary health diet first released in 2019. While the first report is one of the most influential academic studies ev...
Big Meat and Dairy's narratives to derail climate action
Big Meat and Dairy companies are deploying ‘narratives’ in advertising, PR campaigns, and lobbying that paint the industry as greener than it really is and frame the stakes as too high to change. Like many p...
The New Merchants of Doubt: How Big Meat and Dairy Avoid Climate Action
This report reveals the tactics of Big Meat and Dairy companies to delay, distract, and derail action on transforming the food system, mirroring strategies used by the tobacco and fossil fuel industries.
Truth, Lies and Culture Wars - Social listening analysis of meat and dairy persuasion narratives
This study is a deep dive into information and misinformation on social media around production and consumption of animal products.