Lifting the Veil: A Deep Dive into The Disinformation Practices of Animal Agriculture
May 9, 2024

Lifting the Veil: A Deep Dive into The Disinformation Practices of Animal Agriculture

In an era where truth seems more malleable than ever, pushing back against misinformation is paramount.

Executive Summary:

In an era where truth seems more malleable than ever, "The Freedom Food Alliance's 2024 Disinformation Report" emerges as a critical lens through which we can discern the murky waters of misinformation and disinformation in the animal agriculture sector. This comprehensive analysis sheds light on the sophisticated strategies employed by the industry to mislead the public, policymakers, and even investors about the environmental and health impacts of animal-based food production.


With the global imperative to address climate change and transition towards more sustainable and ethical food systems, understanding the forces that impede progress is crucial. The report meticulously documents how animal agriculture entities leverage misinformation (unintentionally false information) and disinformation (deliberately misleading information) to protect their interests, often at the expense of the planet's health and societal well-being.

Key Findings:

1. Derail, Distract, and Deny: The report outlines how the industry employs tactics to derail discussions, distract from meaningful debate, and deny scientific evidence linking animal agriculture to significant environmental degradation and health risks.

2. #YesToMeat Campaign: Highlighted within the report is the orchestrated backlash against the EAT-Lancet Commission on Food, Planet, Health which advocated for a plant-based diet. The industry-funded #YesToMeat campaign effectively diluted the report's impact through a widespread digital disinformation campaign.

3. Undermining High Seas Protection: The industry's efforts extend to undermining international efforts for ocean conservation, with industry-funded scientists spreading misinformation about the need for high seas protection and the efficacy of marine protected areas.

4. Social Media Manipulation: Leveraging social media, the industry engages in sophisticated astroturfing campaigns, using bots and fake grassroots movements to create an illusion of widespread support for animal agriculture, thereby influencing public opinion and policy debates.

5. Beef Checkoff Program: The report delves into how mandatory fees collected from beef producers fund marketing and lobbying efforts that often spread misleading information about beef's environmental and health impacts.

6. Exploiting Regenerative Agriculture: The misuse of the regenerative agriculture concept by some in the industry as a greenwashing tactic is scrutinized, demonstrating how claims of sustainability are often exaggerated to deflect from the need for systemic change in food production.

Impact of Misinformation and Disinformation:

The disinformation report elucidates the profound impact that misleading information has on public discourse, policy-making, and consumer behavior. By sowing doubt, spreading false narratives, and attacking credible science, the animal agriculture industry not only jeopardizes efforts to combat climate change but also undermines public health and ethical considerations in food consumption.

Call to Action:

In light of these findings, the report calls for increased vigilance, critical thinking, and proactive measures by consumers, policymakers, and activists alike. There is a pressing need for:

- Educational Campaigns: To raise awareness about the impact of animal agriculture on the planet and the tactics used to obscure the truth.
- Policy Reforms: Advocating for transparency in food production practices, stricter regulations on environmental claims, and support for sustainable alternatives.
- Support for Investigative Journalism: Encouraging media outlets to delve deeper into the disinformation practices of the industry, providing the public with unbiased, well-researched information.
- Community Engagement: Building strong, informed communities that can counter disinformation with factual, science-backed evidence and promote sustainable food choices.


"The Freedom Food Alliance's 2024 Disinformation Report" serves as a clarion call to recognize and resist the disinformation tactics of the animal agriculture industry. As we stand at a critical juncture in our environmental and ethical journey, the choices we make today, informed by truth and transparency, will shape the legacy of sustainability and justice we leave for generations to come. Let us choose wisely, armed with knowledge and united in our commitment to a healthier, more equitable world.

Download a free copy of the report here

The Freedom Food Alliance