How Many Vegans Does it Take to Change a Dairy Industry? It Depends How We Look at the Numbers

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Jerseys in parlourThe Advertising Standards Authority in the UK have just ruled that it’s permissible for vegan campaigners to use emotive terminology to describe dairy production, on the grounds that the claims made do represent dairy farming methods.  Thus, phrases such as “mothers, still bloody from birth, searched and called frantically for their babies” are sanctioned as legitimate, despite the anthropomorphic language and lack of sound scientific evidence for loss- or grief-type emotions in dairy cows.

Excellent animal welfare should be the cornerstone of every livestock production system, including the non-tangible and therefore difficult to measure emotional side of animal welfare, yet using these types of emotive phrases does not really appear to be advancing the vegan cause. As quoted in the Times article, 540,000 people in Britain enjoy a vegan diet at present, up from 150,000 in 2006.

That’s a considerable number, approximately equal to the population of Manchester (City, not Greater Manchester) or the number of people in the UK who are aged 90+, yet as a percentage of the total British population, less than one percent (0.82% to be exact) choose a vegan diet. Is the proportion increasing? Yes. The equivalent percentage in 2006 was 0.25%, yet even at today’s figures, 99.18% of the British population are non-vegans. Are there any other situations where we would consider than less than 1% of the population to have a significant influence? Possibly not.

Bad news bias factory farm

Given that it takes five pieces of positive information to negate the impact of one piece of negative information, it’s more crucial than ever to get simple, factual, attractive messages out to the general public about dairy farming. Rather than campaigning against emotive activist claims, we need to reach out to the 99.18% of people who have not removed animal products from their diet and reassure them that they’re making appropriate food choices for themselves and their children.

Let’s Raise a Glass to the Dairy Cow

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OLYMPUS DIGITAL CAMERAToday is Cow Appreciation Day and Elanco Animal Health have kindly asked me to write a few words for their 360º blog in praise of the magnificent foster mother of the human race. Here’s a short extract to whet your appetite:

“…My 3-year-old daughter often tells me: “Mummy, milk is important to help me grow” and, although we are incredibly lucky to live in a world with myriad food choices, it’s important to bear in mind that not all foods positioned near to dairy products in the supermarket have the same nutritional benefits.

In conversations with fellow parents, I have often heard the suggestion that young children should be transitioned away from dairy milk towards soy or other beverages, in the belief that any drink sold as “milk” is nutritionally-equivalent. The European Court of Justice recently ruled that plant-based beverages such as soy, almond or rice juice can no longer be labelled as “milk”, therefore this may reduce parental confusion, yet it seems that replacing dairy products with plant-based foods has already had significant effects…”

The full text (with many other great commentaries) is available here. Enjoy!

How Now, Old Cow? Do “Slaughter-Free” Dairy Farms Come at an Unsustainable Cost?

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As consumers, we’re more like sheep than we’d like to admit – that is, if sheep were tempted to buy food based on “free from” marketing. Gluten-free, fat-free, lactose-free, dairy-free and GMO-free labels are already firmly stamped on many of the foods we buy in shops and restaurants, and are associated with an invisible yet potent, virtuous halo. After all, if a slice of cake is gluten-free, it must be positively healthy.

The latest marketing wheeze appears to be “slaughter-free” dairy production – a 30 cow herd in Rutland, described as a bovine spiritual utopia, where calves are not weaned but run with cows as “grazing partners”; male calves (renamed as ”oxen”) are used for draught power rather than reared as beef; and once cows retire from milking, they are literally put out to pasture rather than being culled.

There’s no doubt that this ticks an entire list of ethical boxes – who doesn’t want to imagine that cows live a happy life browsing the buttercups once they’re too old to produce milk? Yet, given the critical need to produce food sustainably (in terms of economic viability, environmental responsibility and social acceptability), it also leads to a number of questions.

While there may well be a niche market of consumers who are prepared to pay £4.50 per litre for slaughter-free milk; in an era when we primarily choose foods based on price, is this endeavour going to achieve long-term economic sustainability?

Food purchases for EU consumers

The environmental impact of dairy production increases with the proportion of non-producing (dry cows, growing heifers or “retired” cows) in the population – keeping retired cows out on pasture would be expected to add a huge quantity of greenhouse gases to the carbon footprint per litre of milk produced. Carbon footprint and resource use per litre is also negatively correlated with milk production – the low yields associated with this type of hand-milking operation would further add to its environmental impact. How do we, as consumers, balance the relative values of animal welfare and planetary health?

FAO LCA 2

In a system where no cattle are slaughtered, but where cows need to have a calf on a regular basis to produce milk, the herd size will increase exponentially over time. In two, five or ten years time, how will the owners reconcile philosophical arguments against slaughter with the difficulty of supplying enough feed to fulfil the requirements of an ever-expanding herd using a fixed quantity of pasture?

Finally, and most importantly, animal welfare should be the cornerstone of any dairy farm. Euthanasia is upsetting, yet is the only option when animals are too sick or injured to survive. As consumers, we need to take responsibility for the fact that slaughter of both healthy animals (for meat) and sick animals (for humane reasons) is an unavoidable, if unpalatable truth. Just as the recent ban on cattle slaughter for beef in India is going to have negative impacts on food security, economic sustainability and environmental impacts, it’s time that we faced up to the reality of food production and stop thinking that we can have our slaughter-free dairy and eat it!

Cattle, Cowgirl Boots And Cancer

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581677_10153042743360587_388837289_nLast week I was lucky enough to chat with the fabulous Will Evans, a Welsh cattle and hen farmer on his Rock and Roll Farming podcast.

Unlike most of my media interviews, which are focus entirely on sustainability and have me spouting numbers like data is going out of fashion; this was a huge amount of fun and Will got me admitting to a celebrity crush, the fact that I have to put bacon and cheese on hot cross buns and the fact that, as an undergrad, I was so useless at presentations that even the lecturers felt sorry for me.

So if you fancy listening to a fabulous Welsh accent (Will) and a slightly overexcited Oxford/Shropshire/Montana-hybrid (me) discussing the best types of cheese, beating cancer at 25 and the perils of being a reformed vegan in addition to the best way to ensure future livestock sustainability (hint: there’s no one-size-fits-all), check it out here.

If You Try To Eat, I’ll Tax Your Meat – Antibiotic Resistance, As Sung By The Beatles?

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“If you drive a car, I’ll tax the street; if you try to eat, I’ll tax your meat…” Apologies to The Beatles for flagrant misuse of “The Taxman” lyrics, yet as reported in The Conversation based on this study, taxing conventionally-produced meat* is the newest solution proposed to tackle antibiotic resistance.

At first glance, the premise seems like a logical solution. If somebody’s individual choice confers a societal cost, e.g. person A’s decision to eat meat raised in a system where antibiotics are used increases the risk that person B will incur negative health consequences because drugs do not effectively treat bacterial infection, then it is logical to suggest that person A should be morally responsible for that economic cost. Taxing conventionally-produced meat and using the tax to fund research into alternative treatments therefore appears to make sense.

However, the first and most obvious issue arising from this premise is that we have not yet been able to accurately quantify the comparative impacts of humans, companion animals and livestock on antibiotic resistance. Indeed, a recent paper in Royal Society Open Science concluded that curtailing antibiotic use in livestock would have little impact on the level of resistance in humans. Therefore, although there is consensus that shared-class antibiotics (those used in both human and animal medicine) should be phased out of livestock production and that any reduction in antibiotic use can potentially have mitigating effects, we cannot state with any degree of certainty the relative impacts of completing (or, more seriously, not completing) one course of human antibiotics, compared to treating a bacterial infection in a cat or using antibiotics to treat a lame cow.

The study authors suggest that people who buy conventionally-raised meat are morally responsible for antibiotic resistance. This is rather a stretch, especially given the knowledge gaps around human/companion animal/livestock impacts described above. Does this mean that children treated for throat or ear infections are morally responsible for cases of antibiotic-resistant Staphylococcus aureus in elderly people? Tax those toddlers immediately! 

The tax mechanism has not been implemented elsewhere, at least not in the UK under the National Health Service. For example, patients who are morbidly obese or contract lifestyle-related diseases (e.g. smokers with lung cancer) do not pay a greater economic cost towards healthcare than those who have breast cancer or require a hip transplant. Without a precedent for this type of action, the hypothesis remains entirely theoretical.

Although dairy consumption is relatively inflexible with regards to economic cost, taxing meat has been shown to cut consumption. Placing a tax upon conventionally-produced meat would therefore not necessarily generate the billions of pounds required to develop new drugs or treatments. Cutting consumption might reduce antibiotic use simply as a consequence of fewer animals being raised, but also penalises those people who have lower incomes – should they be forced to forgo meat simply because they cannot afford it? If ethical and moral responsibilities are the major issue, how do we justify removing high-quality protein that demonstrably improves cognitive development and scholastic achievement  from the diets of growing children, particularly those in developing countries where animal protein consumption is already significantly below nutritional targets?


There is no realistic all-or-nothing solution to antibiotic resistance. Demanding that all antibiotics used in livestock production are banned instantly is not a viable solution on a national nor a global basis, nor is continuing with present levels of antibiotic use. However, the paper’s authors underestimate the potential for improvements in disease surveillance and livestock management to cut antibiotic use, without incurring additional costs to the producer. Building upon existing initiatives by groups including RUMA,  NOAH, academics at the University of Bristol, and animal health companies; and working with farmers to discover, disseminate and adopt practices that allow antibiotic use to be reduced or eliminated while maintaining and improving livestock health and welfare is essential for ensuring human, animal and food safety, and can be achieved without putting food security at risk.

*The Conversation refers to “meat that contains antibiotics” several times. This is a misnomer that really needs to be addressed as strict withdrawal periods exist for antibiotics used in livestock production to ensure that residues are not present in either milk or meat.

From The Archers to Antibiotic Resistance – Has BBC Radio 4 Lost the Plot?

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ResistanceAfter some excellent commentaries on future food production and Brexit on Farming Today last week, it seems that, not content with domestic violence, miscarriage and admitting women to the Ambridge cricket team (the horror of it!) on The Archers, BBC Radio 4 has dived into modern agricultural issues with a vengeance. However, their latest venture has all the balance and perspective of Nigel Farage faced with a chicken vindaloo and a team of migrant NHS workers.

Developed through the Wellcome Trust Experimental Stories Unit and written by Val McDermid, well-known for her crime novels, “Resistance” describes the impact of an outbreak of antibiotic-resistant swine erysipelas, which passes swiftly from contaminated sausages at a music festival to the general public exhibiting dreaded “purple spots” and collapsing at the supermarket checkout.

Alas, having listened to the first two episodes with more than a passing interest (after all, antibiotic resistance is a huge issue for our industry, both from an animal and human health perspective), it’s clear that an aluminium helmet and a “meat is murder” sign may be required listening accessories. The main protagonist is a slightly holier-than-thou vegetarian who was turned away from meat by the animal rights activists with whom she worked on a story and is currently scratching around to find freelance work after her editors became afraid of “real investigative journalism.”

Cue a cliched storyline, lined up in true pantomime fashion with neon signs alerting the listener to every plot development. The contaminated meat is traced back to a “factory” farm in an urban location, with pigs kept in “tiny pens with no room to lie down or turn around.” A specialist (non-local) vet throws antibiotics at the animals and a surly, secretive, Eastern-European-accented farm manager doesn’t seem keen on a journalist sniffing around.

The  racial stereotyping is unfortunate given how much UK agriculture relies on workers from Europe and beyond, and the farm portrayed as secretive, polluting water and soil, and utterly lacking transparency. By contrast, organic systems with “humanely-farmed” animals, and “well-scrubbed, rare breed pigs” are the dramatic ideal. Yet in real life, farm assurance schemes such as Red Tractor (which covers >80% of UK pork) ensure that pigs are kept in environments that provide sufficient space; are given suitable, healthy feed; and that waste is managed to prevent water or soil contamination. Does that mean that every pig farm is perfect? No. So does it mean that poor husbandry, environmental pollution and rampant overuse of pharmaceutical drugs is the norm? Absolutely not.

The casual listener might be horrified by the implications of antibiotic resistance for human health, but never fear, the drama suggests all will be well as long as your sausage comes from an organic Berkshire pig hand-raised on acorns. However, bacterial resistance to antibiotics occurs naturally and can be maintained or increased by any antibiotic use – in people, livestock or companion animals – not simply by use on conventional farms. Indeed, it’s vital to remember that organic operations are permitted to use antibiotics (as per the Soil Association organic standards), especially if they are the “best way to reduce suffering, save life or restore your animal’s health.” There is no blanket antibiotic prohibition on organic operations, as is often assumed.

Still more rhetoric invades the human health side of the drama – doctors try to dismiss and cover-up the public health implications, antibiotic researchers are hampered by lack of funds (possibly the most crucial but least discussed issue of the entire drama) and “big pharma” is lambasted for being more interested in developing drugs that generate long-term profit (e.g. diabetes or high blood pressure medication) than antibiotics that only need to be used once.

There is an immediate and definite need to develop new antibiotics both for animal and human health, yet if effective new drugs are found they’re unlikely to be distributed widely, but stored in case of an epidemic. Livestock farmers and vets have a huge responsibility in protecting both animal and human health, but so do doctors, food processors and ultimately all of us – simple hygiene measures, including effective hand-washing, are key to preventing the spread of disease.

Both national and global programs have been implemented to quantify, assess and reduce antimicrobial use; veterinary scientists are actively involved in on-farm research and interventions to reduce both antimicrobial use and resistance; and animal health companies (so-called”big pharma”) have joined with food processors, retailers, charitable foundations and human/veterinary medicine associations in taking a One Health approach (incorporating the health of people, animals and their environments) to making sure that antibiotics that are critically important for human medicine are withdrawn from animal use, and that the speed and spread of antibiotic resistance is reduced. Unless the rabid journalist has a serious epiphany in the third episode (to which I have not yet listened) it seems that facts are going to be overwhelmed by fiction as the efforts and advances made by global livestock producers are ignored.

I’m not suggesting that all drama should be absolutely true to life, but when real-life, topical, scientific issues are discussed, surely broadcasting agencies have a responsibility to be factual rather than alarmist? It’s unfortunate that this drama, written by a famous author and advised by a Professor of Microbiology at the University of Warwick, seems to have been developed without input from experts in veterinary science, animal production or on-farm antibiotic use. Furthermore, given the Wellcome Trust’s role as a global medical charity, one would assume that they have a responsibility to provide factual information, especially when their sponsorship must ultimately have been publicly funded. Instead, as with so many sensationalist dramas, it seems the world is going to end and we are the innocent victims of others greed for profit. Better switch to the organic sausage, or better still, the tofu surprise.

Which Came First? The Chicken Or The Emotive Egg Exposé?

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eggs-croppedThe award for the most emotive news story of today must surely go to the Guardian for its latest “comment is free” (i.e. op-ed) article on egg production.The article is rife with the usual motifs regarding the alleged horrors of modern so-called factory farming and pseudo-outrage at the fact that free-range hens don’t appear to exist in a sunlit utopia akin to an avian Club 18-30’s holiday with umbrella drinks on tap and hourly wing-tip massages for every bird. I’d like to try and suggest that it’s entirely coincidental that this article and the associated “exposé” from the animal rights charity Viva was released, not only on Pancake Day but on the day that newspapers report on the need to house free-range birds due to bird flu (which in itself in interesting given that these biosecurity regulations have been in place for some weeks now), but that would be stretching coincidence so far it would reach almost to John O’Groats.

Strangely, it appears that the author is under the impression that laying hens could have a variety of productive and meaningful roles within society if they weren’t doomed to suffer in the purported “squalid hellholes”. As birds are described as “…only existing so their eggs can be taken and sold for profit”, the mind wonders, at least momentarily, to the potential careers that they could instead undertake. Perhaps the NHS crisis could be alleviated by a flock of egg-straordinary hen-care assistants who would soothe fevered brows with a flap of their wings, or the noise at Prime Minister’s Question Time could be augmented by the clucks from Members of Poultry-ment? Yet I digress…

To be fair to the author, most of the facts in the article are at least partially true – regrettably, we don’t have reliable egg-sexing technology yet, so male chicks are euthanised soon after birth. While this isn’t a palatable or pleasant fact, there’s simply no other use for millions of male birds that don’t grow into table chickens as efficiently as their boiler counterparts. Fortunately for the activist groups, the concept of euthanising fluffy chicks hits us hard – after all, what is more vulnerable than a newborn bird?  Yet, given our growing chicken consumption, few of us appear to have the same reservations about a broiler being swiftly dispatched and ending up wrapped in plastic in a supermarket fridge.

Beak-trimming is also difficult to justify to the consumer. Yet research at Bristol University and other academic institutions has shown that hens in non-beak-trimmed flocks suffer serious injuries and a far higher rate of mortality than in conventional flocks. It’s clear that this issue has to be addressed and may be alleviated with appropriate changes in management and hen environment, yet this does not happen overnight nor without a significant economic cost to the producer, which is then passed on to the consumer.

It’s the emotive language that really irks. I do wonder how charities like Viva, PETA, Compassion in World Farming and others would fare if, like the scientific community, they had to submit their reports for peer-review, undergo the rigours of scientific publication and back up claims with citations or original data. Phrases like “…truths the industry don’t want you to know” and “…exploited for as long as they’re profitable until their own day of slaughter comes” are hard for anybody to read, let alone those who aren’t familiar with poultry production.

Yet there’s a huge difference between “truths the industry don’t want you to know” and questions that have never occurred to the majority of people. I know absolutely nothing about the dental industry or the manufacture of small china knick-knacks. Does that mean I’m being kept in the dark about the horrific practices contained within each? Would I believe an article detailing the horrific conditions in which impoverished amalgam filling manufacturing workers are fed on gruel and kept in small cages? It’s possible, but only because I’ve just never been interested enough to google “dental industry”.

Consumers have an increasing interest in how food is produced – it’s up to us an industry to reach out, have the conversation and provide factual information, regardless of whether or not it is palatable to the consumer. Only then can we ensure that a common body of food production knowledge exists such that these “exposés” cease to be shocking and are rightly seen as emotive tosh, expressly designed (to quote the original article) to tug at the heartstrings and convince people not to buy eggs.

Jamie Oliver Should Be Presenting Friday Night Farming Facts – Not Feasting On Foodie Fiction

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Commercial dairy cows in Cumbria – should they be “retired” before slaughter?

Good grief. Just when I think I’ve heard it all, another food pundit comes up with an idea so daft that you could bottle it and sell it as vegan, gluten-free, dairy-free, humanely-reared organic water. The latest brainwave from Jamie Oliver is to “retire” old dairy cows onto pasture, where they can graze for four years before producing highly-marbled beef. Contrary to most of the breed-related marketing, Holstein beef is pretty good, so it’s a mouth-watering concept until we take a step back and think about the actual sustainability impacts.

Producing beef from cull dairy cattle? Excellent idea. I once had a heated argument with an activist protestor outside the Smithsonian Museum in Washington DC who seemed surprised that, when he told me that most cull dairy cows end up as burgers, I didn’t renounce my heathen ways and immediately seek out the nearest tofu burrito. It makes perfect sense – where would be the logic in discarding an entire cow’s worth (~301 kg) of nutritious, delicious beef simply to bury, burn or use the meat for non-food purposes? Indeed, ~50% of the UK (and ~24% of the US) beef supply comes either from cull dairy cows or dairy calves reared for beef.

Is there an argument for giving extra feed to cows that are going to be culled so that they get a little fatter and produce tastier beef? Yes indeed, adding value to cull dairy cows is a great idea, especially when the beef price is high. But here’s the rub. The average dairy cow in the U.K. is culled at 6.4 years of age. By that time she should have reached her mature weight, which means that the majority of extra weight she puts on in “retirement” is fat. Although we love the streaks of intramuscular fat that we see in a steak (marbling) and enjoy the depth of flavour that gives to the meat, the vast majority of fat on a carcass isn’t particularly edible. So we’re feeding a cow for four years of retirement in order to discard (or rather render into tallow – perhaps to make some £5 notes?) a significant proportion of the weight that she gains.

A cow will eat 2-2.5% of her body weight in dry matter every single day. Four years of feeding a 700 kg cow = 4 x 365 days x 700 kg x 0.025 = 25,550 kg of feed dry matter, or 106,458 kg of fresh grass given that it’s only ~24% dry matter. Plus 4-years worth of drinking water, manure and greenhouse gas (GHG) emissions. A hefty environmental impact compared, for example, to rearing two beef steers on the same amount of pasture over a 4-year period, in addition to culling the dairy cow when she leaves the herd (sans retirement). That scenario would provide 200% more beef (~900 kg total, even allowing for the lighter weight for grass-finished vs. grain-fed steers) from the same amount of pasture and with a smaller total quantity of manure and GHG emissions because the growing animals are lighter in weight throughout, therefore excrete and emit less*.

I can’t decide whether the increasingly asinine proposals for sustainable food production propounded by Jamie Oliver’s “Friday Night Feast” programme, which recently left the casual viewer with the impression that welfare of housed dairy cows is equivalent to that of battery hens are serious, or simply a way to court fame through controversy. However, the number of tweets lauding the programme’s food philosophy is alarming given the amount of time devoted to non-sustainable ideology. Time for TV programmers to redress the balance with some Friday Night Facts vs. Fiction?

*Note that I have not accounted for the beef cows needed to produce the steers, nor for the cost of rearing the dairy cow or the heifer needed to replace her in dairy herd. This is not a full system assessment, but simply about the best use of a unit of pasture area – adding fat to a mature cow (less efficient) or adding muscle and fat to growing animals (more efficient)

Mutton Dressed as Lamb? “British” is a Regional Descriptor, not a Brand Name.

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waitroseCelebrity chefs, farmers markets and media publications continually tell us that we should buy British food. In contrast to the 1990s yuppie ideal of airfreighted Icelandic strawberries in January, local food is the new sexy. Locavores salivate at the mention of village-grown carrots so spindly that they look like an advanced case of rickets and eggs at £6 per half dozen with speckled blue shells that perfectly match their Farrow & Ball kitchen wallpaper.

Yet local food has apparently become such a marketing campaign staple, it’s reached the point where “British” is no longer a description of origin or culture, but simply a brand name. In a string of tweets between Waitrose and a number of not-unreasonably incensed farmers, agricultural industry professionals and consumers, it emerges that selling New Zealand lamb under the label “British lamb with mint and redcurrant” is entirely acceptable, as “British” is simply used to denote the origin of the dish.

To be fair, nobody expects shepherds pie to be made from real shepherds, or toad-in-the-hole to contain tasty morsels of marinated natterjack. However, in an era when we care about how, where and when food is produced; and especially given the recent Tesco “fake farms” debacle, it’s difficult to believe that any marketing department could, with a straight face, announce that “British” is simply a brand name. What’s next? Cans of Special Brew sold under the new “champagne” brand?

A certain level of mistrust already exists between the consumer, retailer and farmer, with many consumers believing that the food industry lacks transparency. Traceability and clear labelling are increasingly important to the food-savvy consumer, yet these types of marketing initiative appear to be yet more attempts to manipulate consumer buying behaviour.

Absolutely no offence is intended to New Zealand sheep farmers who do produce fabulous meat, but when lamb from overseas is prominently labelled “British” (despite the seldom-read small print), consumers may feel misled and lose trust in buying British food. By all means celebrate the rich traditions of British cuisine, but please Waitrose, stop dressing mutton as lamb.

Low Meat, Faux Meat or No Meat – Should Retailers Really Reward Us for Buying Vegetarian Foods?

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All food have an environmental impact

There’s no doubt that eating more fruit and vegetables is a positive idea. Nationally we still don’t hit our 5-per-day and lifestyle diseases are major causes of premature death. However, as Sainsbury’s redesigns aisles to try and convince shoppers to swap meat for vegetables and plans to issue extra loyalty points to customers choosing vegetarian foods, are we in danger of applying myopic solutions to a seriously complex issue?

Most people in developed countries eat more than the recommended 70 g of meat per day. If (and this is debatable) the researchers who claim that meat consumption is linked to lifestyle disease are correct, then reducing the amount that we eat may be a positive step. However, much of the justification for cutting meat consumption appears to be on the basis of reducing environmental impacts.

So how do we ensure that we eat a diet with a low carbon footprint? It’s very simple. Drewnowski et al. (2015) showed that grains, syrups and sugars had the lowest carbon emissions per kg of food – considerably lower than meat and dairy products. So we simply reduce the proportion of meat and increase the quantity of sugar that we eat each day. Just replace meat products with Mars bars and golden syrup and we’ll save the planet, albeit in conjunction with a spike in type II diabetes and a significant protein deficit.

If Sainsbury’s is determined to reward consumers for making healthier choices, why not do so based on the proportion of fruit, vegetables, lean protein and dairy purchased vs. cakes, biscuits and crisps; rather than giving extra loyalty points for vegetarian products? After all, a snickers bar or a packet of oven chips are both vegetarian, but meat-free foods are not inherently healthy choices. Furthermore, where do fish and dairy fit into the new regime? Given the low nutritional value of soy and oat juices per unit of greenhouse gas emissions compared to dairy, the potential for child malnourishment is considerable if plant-based foods are mis-sold as being nutritionally-equivalent to animal products.

Bipolar “A is bad, B is good” panaceas do nothing to improve consumer knowledge of food production or environmental impacts. Strawberries may have a lower carbon footprint than beef, but cannot be grown on a rocky slope in Scotland. Pork may have a relatively high water footprint, but almonds use even more. Lettuce is a great source of fibre, but provides very little additional nutrients per kg compared to meat. In my experience as an ex-vegan, the majority of vegan restaurant dishes are largely reliant on pasta or rice to bulk out the vegetables. Is this really a healthier choice than lean meat and vegetables? Given that many young people have little or no interest in cooking, is the presence of spiralised courgettes or cauliflower rice at the end of the aisle going to engender a sudden interest in all things gastronomic?

Most people’s diets are led (to a greater or lesser extent) by the foods available in the local supermarket, therefore retailers have huge opportunities to educate, encourage and improve our food choices. It’s not clear why Sainsbury’s would choose to launch this initiative, but it appears to be a box-ticking exercise, designed to address a single minor issue while ignoring the bigger problem.