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As the world’s fifth largest dairy producer, Arla has been selling a dairy fairytale of sustainability to continue to escape climate sanctions while prioritising false solutions that further industrialisation. However, the green mirage has begun to crack; while Arla celebrates its own sustainability efforts, the company’s climate work has been criticised for everything from lacking ambition and transparency to being pure greenwashing.

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 planet- and people-harming industries, an array of tactics to protect their businesses in the face of growing scrutiny over their climate impact.

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.

Addressing methane emissions is essential to limiting the impacts of the climate crisis. However, the animal farming industry is promoting a new metric for measuring methane emissions, that could undermine these efforts.

This report looked at the climate, environmental and health impacts of overconsumption of meat and animal products, current market trends and public policies in this area.