Meat and Dairy Industry Told to “Control the Narrative” in Bid to Derail Climate Progress, New Report Reveals

• Climate change positioned as a PR problem rather than risk to the sector, as industry leaders urged to ‘perfect their messaging’ instead of adopting meaningful emissions reduction measures before COP30  
• UN FAO official told World Meat Congress that “FAO is your friend” and said “the world needs more animal protein”, despite livestock being a key driver of global greenhouse gases
• This comes as just 4% of national climate plans include quantified agricultural methane reduction targets while the clock ticks on the climate crisis

A new report by Changing Markets Foundation has uncovered how the global meat and dairy industry is actively derailing climate progress, successfully lobbying at major environmental events to mislead policymakers and protect its vested interests – despite scientific consensus that reducing meat production and consumption is essential to meeting the Paris Agreement.

Drawing on analysis of previously unreported recordings and conversations from the World Meat Congress and COP30, the Dangerous Distractions report reveals a coordinated effort between major livestock players to downplay emissions, attack independent science and frame rising meat production as compatible with climate goals.

It demonstrates how this approach has already impacted real-world outcomes and weakened environmental safeguards, such as the rollback of the Amazon Soy Moratorium, contradicting the industry’s narrative that they have a “positive story” to tell.

As more countries submit new Nationally Determined Contributions (NDCs), Bonn climate negotiations loom and corporate lobbying is intensifying ahead of mid‑2026 climate talks, the effectiveness of these campaigns sets a dangerous course and impedes change when the climate crisis leaves no time for delay.

“Perfect your messaging”

At the World Meat Congress (a biennial gathering of global meat trade bodies, producers and policymakers), which took place just weeks before the 30^th climate summit in Belém (COP30), sustainability was supposed to be part of the discussions on “The New Era of Meat”. However, recordings reveal that the dominant call to action was not emissions reduction, but an effective communications strategy.

Speakers told attendees that the solution to the sector’s challenges lies in controlling “the narrative about cattle production”. A dietician and communications consultant who works with the industry said it was the role of producers to “make the consumer feel comfortable with the fact they want to eat meat”, encouraging the audience to “stand up and defend your industry”.

Meanwhile, the Assistant Director-General and Director of the Animal Production and Health Division at the Food and Agriculture Organization (FAO) told industry representatives at the Congress that the “FAO is your friend” and downplayed the need for sustainability. This further underscores concerns about the United Nations food body’s bias toward the livestock industry.

Undermining independent science

The report also exposes systematic efforts to challenge or discredit independent research on sustainable diets and methane emissions. Findings from the EAT-Lancet Commission were publicly attacked at the World Meat Congress, with speakers questioning the scientific basis for reducing meat consumption.

Setting the agenda for climate talks

At COP30, powerful agribusiness voices positioned the industry as part of the solution to the climate crisis, while flooding talks with over 300 lobbyists and running public opinion campaigns with almost 200 influencers, ranging from doctors to news anchors and models. These focused attention on narratives emphasising the “positive story” the industry has to tell, while promoting industry-friendly measurements, metrics and technological fixes, sidelining any discussions on dietary shifts. As a result, food system reform or the need to cut agricultural emissions did not make it into any official documents from the climate conference.

Nusa Urbancic, CEO of Changing Markets Foundation said: “Big Meat and Dairy have a long history of derailing climate action. These documents reveal that the industry sees climate as a PR problem rather than a real threat to their bottom line.

As critical time to cut emissions is running out, their deliberate efforts to shape outcomes and deflect scrutiny must be taken seriously. Unless these tactics are exposed and addressed, climate negotiations will continue to be steered by their agenda – at the expense of a just transition to sustainable food systems.”

ENDS

NOTES TO EDITORS

For further information or interviews, please contact:

Maddy Haughton-Boakes

maddy.haughton-boakes@changingmarkets.org
+44 7799144399

About Changing Markets Foundation:

The Changing Markets Foundation is a campaigning organisation with a mission to expose irresponsible corporate practices and drive change towards a more sustainable economy.

Further information about Changing Markets Foundation can also be found at: https://changingmarkets.org/