Farming bodies slam Blue Peter for pushing anti-meat agenda

NBA, AHDB, QMS and HCC have voiced their outrage at Blue Peter's Green Badge criteria which encourages children aged six to 15 to reduce meat consumption among other measures to become a 'Supersized Climate Hero'. Despite Blue Peter amending its 'go meat-free' messaging following a strong backlash from farmers, children, along with their classmates or after-school club peers, are still encouraged to choose a 'supersized pledge' for two weeks.This could include a 'couple of vegetarian options as part of a healthy balanced diet'.Other options included turning off lights and using less plastic.National Beef Association (NBA) chief executive Neil Shand said the attempt to influence the diet of young children was a continuation of personal agendas by some journalists and programme makers within the 'Beef Bashing Corporation'. The BBC has increasingly come under fire over what some in the industry say is an 'anti-meat agenda'. In an open letter sent to BBC Director General Tim Davie on April 10, Mr Shand said: "This [badge criteria] absolutely implies that eating meat is not an environmentally acceptable thing to do. "Meat - of all origins, but especially red meat - is a valuable source of protein, vitamins and minerals, and is scientifically established to provide nutrients which are essential to development and growth of children." The NBA also highlighted the remit failed to give a balanced view on the benefits of meat on health, local industry and countryside, as well as any negative points on how fruit, vegetables and other plant food, with their corresponding air miles, might impact the environment. "It is incomprehensible that this type of programme should offer views which are at best unbalanced, and at worst irresponsible," Mr Shand added. He requested the opportunity to discuss with Mr Davie in person the NBA's concerns regarding the lack of impartiality within the BBC's environmental reporting. Integrity In a separate letter, Christine Watts, chief communications officer of AHDB, Alan Clarke, chief executive of Quality Meat Scotland and Gwyn Howells, chief executive of Hybu Cig Cymru said the unbalanced reporting risked compromising the integrity of the red meat produced in the UK to future consumers. "Citing phrases including 'reducing the amount you eat, especially beef and lamb, is known to be even better for the climate than reducing the amount you travel in a car' is incorrect, misleading and based on widely-debunked data," they said. "It is essential that young people learn and understand where their food comes from and its impact on the planet, and the Green Badge campaign presents an opportunity to share the fantastic credentials of the British red meat industry, which is among the most sustainable in the world and supports the livelihoods of thousands of people."As a public service broadcaster, the BBC has a responsibility to provide an impartial argument.