Campaign roasting helps horticulture

25 Jan, 2013 01:00 AM
Could Animals Australia’s counter Australia Day campaign prompt increased vegetable consumption?
Could Animals Australia’s counter Australia Day campaign prompt increased vegetable consumption?

A COUNTER-ATTACK to Meat and Livestock Australia’s (MLA) popular “eat lamb on Australia Day” campaign could have benefits for the fresh produce industry.

Animals Australia launched its own Australia Day campaign calling for Aussies to take a “mate off your plate” and avoid eating meat in the lead up to January 26.

The campaign involves a one minute video set to Advance Australia Fair featuring iconic Australian images.

The website also lists 10 reasons to not eat meat including number four which promotes vegetable consumption saying: “Because you CAN win friends with salad. Especially a grilled tempeh salad with sweet corn, roast capsicum, rocket and avocado”.

The animal rights group targeted general meat consumption with its e-mail newsletter as well in the lead up to the national holiday, making a number of bold statements about the industry.

The annual MLA promotion features media identity Sam Kekovich fronting various tongue-in-cheek campaigns urging Australians to eat more lamb out of patriotic duty.

Running for almost a decade, the Australia Day campaign has been linked to notable spikes in lamb consumption and created heightened brand awareness.

MLA global marketing general manager Michael Edmonds said the 2012 campaign contributed to lamb sales, in value terms, increasing by 32 per cent for the week leading up to and including Australia Day and a record month for January.

Animals Australia’s new campaign calls on Australians to give animals a day off on Australia day, “by throwing some cruelty-free tucker on the barbie”.

It blames meat product consumption for rising obesity and a heart disease epidemic, “conditions linked to the over consumption of animal products”.

Ausveg communications and public affairs manager William Churchill said the grower representative group hadn’t sided with either promotion.

"We don’t want to entertain any campaigns by groups which aim to politicise Australia Day. That's just un-Australian,” Mr Churchill said.

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Unsuccessfully Brainwashed
25/01/2013 8:56:22 AM

Lean Red Meat! Just eat it! Nothing compares nutritionally to it. Despite the science manipulators trying their best to discredit the good red stuff. We rose from the dinosaurs on a diet of meat. You cannot stop biological imperative.
Anna G
27/01/2013 9:59:23 PM

^ Um if you have cancer does your doctor tell you to eat more read meat? Colon Cancer is linked to red meat as is heart disease. Its a no brainer. Western countries and western diets = high cholesterol, cancer and heart disease. You can kill the animals but they are sure killing you back. Veggie = Healthy and Cruelty Free, easy way to be!
28/01/2013 9:25:12 AM

After seeing what this nation of greedy farmers and exporters have done to live animals by sending them to suffer a most cruel death, simply for profit, I will not eat meat again. So all thanks to MLA and self serving mates you have lost another meat eater.
Laura R
29/01/2013 12:01:58 PM

Anyone who thinks that a vegetarian diet is safer for the animals is kidding themselves.. Thousands of animals are killed each year by farmers trying to protect their crops too.. Looks like all you farmer haters will just have to stop eating altogether! Least you won't have to worry about dying of heart disease.. LOL)
30/01/2013 4:03:06 AM

True animals are killed in crop production but not as many and their suffering is not prolonged stress as in factory farming, live export transportation to name a couple.
30/01/2013 4:57:39 AM

Get over it you bunch of Tofu loving sniffling morons. Since when did you have the right to tell me what I can and can't eat? If I want to munch on a chop, a steak or a salad it's my choice and I don't need some politically correct fool tut tutting me for my selection........oh yeah and I'll wash it down with a beer or maybe a milkshake if I feel like it to...........let me burn in hell and my colon shrivel up in dismay!
30/01/2013 4:43:45 PM

More sentient animals, mostly mice, die in the production of 10 acres of wheat that die in a 10 acre pasture holding livestock. Vegans, your response?
30/01/2013 9:56:46 PM

"True animals are killed in crop production..." Correct. Animals, and insects, are killed in crop production. Many thousands per acre cultivated. Just watch the crows follow the plow. Vegetarians claim ALL life to be equal. Humans need to eat. Eating meat kills the least.
Top Ender
31/01/2013 8:44:10 AM

Plants have feelings too! Why should we be the alternative to animals! Bring on a "captian's pick" and lets see a Potatoe elected to the Australian Senate.
5/02/2013 8:21:57 AM ects/data/1mc The results of this estimation show that a diet that includes animal products will result in more animal deaths than a plant-based diet with the same number of modify their eating habits in order to reduce animal suffering and death should start by removing chicken from their diet, then eggs. Although beef may cause more animal deaths than pork, pork probably causes more suffering, because mos.
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