Summary

A leaked document reveals that a PR firm working for the meat industry played a key role in fuelling a fierce backlash against the influential 2019 Eat-Lancet report, which called for a 50% global reduction in red meat consumption to promote health and cut emissions. According to an investigation by DeSmog, Red Flag – representing the Animal Agriculture Alliance, with board members from meat giants like Cargill and Smithfield Foods – coordinated messaging that framed the report as radical, elitist, and even dangerous. Their campaign helped shape nearly half of all media coverage in the weeks following the report’s release and significantly amplified negative commentary on social media.

While the report sparked legitimate academic debate, researchers were also subjected to personal attacks, leading some to withdraw from public appearances. The online vitriol, likened to climate science denial tactics, marked one of the first major culture war moments around dietary change. Though Red Flag is not accused of inciting personal abuse, experts say their work helped polarise the issue. Despite the smear campaign, the Eat-Lancet report has become one of the most cited food policy papers. Its lead authors hope this year’s sequel will prompt a more constructive global conversation.

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