Beef cuts on display at a grocery store in Toronto. THE CANADIAN PRESS/Nathan Denette

Weather Network’s anti-meat video ‘doesn’t reflect true story’: cattle ranchers

At issue is the video’s suggestion that cutting back on meat consumption could help save the planet

A meat industry association has demanded the Weather Network remove a video from its website that urges Canadians to consume less red meat, the latest front in the farmers’ fight against negative publicity for animal products amid a consumer push toward plant-based protein alternatives.

The Canadian Cattlemen’s Association met with the network’s executives Monday night to address concerns about the video’s message, primarily claims that cows require more resources than other, smaller animals and produce 20 times more greenhouse gas than certain plants.

The Weather Network-produced video, which suggests people should cut back by about 1.5 burgers a week, highlights a recent report from the World Resources Institute, the United Nations and other partners on how the world can prepare to feed a 10-billion population by 2050.

The video “doesn’t reflect the true story,” Jill Harvie, public and stakeholder engagement manager with cattlemen’s association, said in an interview.

The group disputes the video’s suggestion that cutting back on meat consumption could help save the planet, saying beef production in Canada makes a positive contribution to the environment through maintaining grassland and sequestering carbon.

The Canadian beef industry’s greenhouse gas emissions are among the lowest in the world, she added.

“We’d hoped that the video would come down and would be essentially replaced with something that was more reflective of the Canadian context.”

Estimates that suggest beef production is only a small contributor to emissions tend to leave out the impact of cutting down forests and other land use, according to the WRI website. It does note that the emission intensity of Canada’s beef production is lower than in much of South America, Africa and Asia, according to 2013 figures.

The two parties agreed to engage in sharing information, said Harvie, adding the network appeared open to future collaboration.

The Weather Network, which is owned by Pelmorex Corp., declined an interview request and did not answer questions over email, but sent a prepared statement that said it “will not actively advise people on their food consumption choices.”

It also appeared to acknowledge the video may have missed the mark.

“The purpose of this article was merely to focus on sustainability and upon further review, we determined that our video and post did not reflect our intention,” the network’s statement read.

The video’s narrative plays into an ongoing push by policy-makers and plant protein producers to sell consumers on the environmental and health benefits of swapping steaks for soybeans.

Cattle producers earlier this year took on plant-based protein giant and stock-market darling Beyond Meat, which makes the popular Beyond Meat burgers that have been added to restaurant menus across Canada in recent months.

READ MORE: Beyond Meat goes public as sales of plant-based meats rise

The Quebec Cattle Producers Federation filed a complaint with the Canadian Food Inspection Agency saying the California-based company’s advertising is misleading and contravenes Canadian rules, arguing it shouldn’t be allowed to use the word “meat” for its vegan products.

Aleksandra Sagan, The Canadian Press

Like us on Facebook and follow us on Twitter

Just Posted

Evacuation route out of Harrison inches forward

The District of Kent approved a nearly $19,000 proposal to look at three routes out of the village

Get a free sneak peek at modern ballet performance in Chilliwack

New ballet @giselle is putting the final touches on its show at the Chilliwack Cultural Centre

Police ask public’s help locating missing Hope woman

Penelope Leslie Lackey has not contacted her family since mid-June

Water fee increase for Hemlock Valley waiting on written hearing

Residents will get until Sept. 17 to provide their comments and concerns

Rescuers pluck climbers off rock face near Mt. Slesse

Chilliwack SAR team members used long-line suspension to assist climbers

Sts’ailes invites adults to become engaged in Halq’eméylem with new video series

‘Qw’oqwel te Qw’oqwel’ gives language learners an immersive way to learn Halq’eméylem

Officials say 50 Oppenheimer Park residents have agreed to leave, as deadline looms

Residents have been told they must be gone by 6 p.m. on Aug. 21

Five hedgehogs quickly adopted after being left at BC SPCA

Lucky new owners picked up their pets from Maple Ridge branch on Aug. 20

B.C. cricket players get interrupted by racist remark

Community has had protocols in place for years to respond to prejudice

Groovy B.C. wedding a throwback to Woodstock ‘69

Couple hosts themed wedding 50 years after legendary festival

‘Do the right thing,’ implores sister of South Surrey stabbing victim

IHIT confirms male arrested in connection with Paul Prestbakmo’s death no longer in custody

Nearly 50% of Canadians experience the ‘post-vacation blues’: poll

48 per cent of travellers are already stressed about ‘normal life’ while still on their trip

More women may need breast cancer gene test, U.S. guidelines say

Recommendations aimed at women who’ve been treated for BRCA-related cancers and are now cancer-free

Most Read