I was again reminded of Raystede's complicity in misleading the public when I read an article at thegrocer.co.uk entitled "How should UK meat producers respond to the rise in plant-based eating?"

The writer explained that the meat industry is facing unprecedented disruption from plant-based alternatives. At the same time, she wrote, the ethics, sustainability and health credentials of the meat industry are under growing attack. Campaigners and a slew of high-profile documentaries are encouraging consumers to ask probing questions about meat and cut down consumption.

The Grocer commissioned research to gauge industry sentiment on the rise of plant-based alternatives. Industry stakeholders participated in in-depth interviews, covering everything from communication to collaboration.  What struck me in particular were quotes from a couple of respondents:

Jane King of the Agriculture & Horticulture Development Board said that the industry needs to focus on campaign marketing and advocacy and be more collaborative. “The industry needs to be less fragmented and join forces around common goals,” she says. A meat producer agrees, saying that producers need to “get together with a plan and one message. This should include the anti-meat representatives, so they can be educated.” And another says  “It’s an opportunity because people will think about what they are eating, based on animal welfare.”

Meat producers know that as long as people believe animal products can be produced humanely they will continue to pay for them so, if they can convince consumers that their 'products' are 'high welfare', they can stay in business.  They will only achieve this, however, if good people who know better stay silent.

Now consider that an RSPCA survey found that 75% of people believe that farm animal welfare is important and almost 50% of people believe that the animal products they consume are from high welfare farms. In fact the RSPCA say that only 4% of the food produced in the UK comes from farms meeting the RSPCA higher welfare standards. Once that has sunk in, remember how many times RSPCA approved farms have been exposed for hideous cruelty and neglect by organisations such as Animal Aid, Viva!, Hillside Animal Sanctuary and others.

High Welfare labels are nothing but a marketing ploy and whoever uses them is helping the animal exploitation industries. Raystede - it's cowardly to hide behind these deceptive labels. When people want assurances that they are not being cruel to animals with their shopping habits, tell them the truth. Tell them the only way to prevent animals being mistreated is to stop paying for them to be “produced”.  Full stop.

Stop perpetuating the meat industry's lies Raystede. Tell people the truth. Help them be kind. Lead the way.  Be a good influence. Go vegan!

Thank you so much for you support. Stay in touch via makeraystedevegan.wordpress.com and keep writing to Raystede, week in, week out, until it's done:

Raystede Centre for Animal Welfare, The Broyle, Ringmer, East Sussex, BN8 5AJ;  Tel: 01825 840252;  e: info@raystede.org

Nigel Mason, Raystede CEO: nmason@raystede.org

Thank you,

Ed