In stark contrast to the strategies once employed by Big Tobacco, the meat and dairy industries are deploying a sophisticated playbook to obstruct climate action, according to a new report from the Changing Markets Foundation, a global organization that investigates and exposes corporate practices. As global efforts to combat climate change intensify, these food giants are accused of using their considerable influence to distract, delay and derail meaningful reforms in the agricultural sector.

The report paints a picture of an industry determined to maintain the status quo, even as scientific consensus points to the urgent need for transformation in our food systems. With agriculture responsible for around a third of global greenhouse gas emissions, the environmental impact of animal agriculture has become a critical focus in the fight against climate change.

The methane challenge

Scientists agree that without significant reductions in methane emissions and reduced consumption of animal products, the Paris Agreement goal of limiting global temperature rise to 1.5 degrees Celsius will be unachievable. Emissions from livestock must peak in 2025 in high- and middle-income countries and be halved globally by 2030, posing a huge challenge for the industry.

A three-pronged strategy

The report outlines a three-pronged approach taken by Big Meat and Dairy:

To distract:

Companies are greenwashing, making weak net-zero promises and marketing their products as environmentally friendly. They are targeting younger generations via social media, promoting misleading messages about the health benefits of meat and dairy and attacking plant-based alternatives.

Delay:

To slow regulatory efforts, the industry is emphasizing voluntary actions and investments in technological solutions. One such investment announced this week is Cargill’s $1 million grant to Colorado State University’s AgNext research program. The initiative will focus on reducing enteric methane emissions from livestock in the ranching industry through dietary experiments, with the goal of developing scalable solutions for the beef industry.

While Cargill emphasizes working with researchers, farmers and ranchers to improve sustainability, critics argue that such programs primarily explore ways to reduce emissions within the existing system, rather than fundamentally changing industry practices. These investments, they argue, are often dwarfed by corporate advertising budgets, and truly transformative action remains rare.

Derail:

Perhaps most concerning are the aggressive lobbying tactics and substantial political donations used to shape policy. Industry influence has led to weakened or abandoned climate initiatives, particularly those targeting methane emissions from agriculture.

The scientific debate

In a move reminiscent of earlier industry tactics, meat and dairy companies are investing in scientific research that supports their agenda. They are funding studies to downplay the impact of methane emissions and promoting industry-friendly metrics like Global Warming Potential Star (GWP*), which measures the warming impact of methane differently than traditional methods. Unlike the standard GWP100 metric, which assesses methane’s impact over a 100-year period, GWP* focuses on the short-term effects of methane. This approach may underestimate the long-term impact of continued methane emissions on the climate, a major concern for environmental scientists.

Redefining Regenerative Agriculture

The report highlights how the industry is embracing the concept of regenerative agriculture, with more than half of the companies analyzed embracing the term to argue that their business can be good for the planet. However, the industry-led initiative “Regenerating Together” shows how this concept is being watered down.

All 33 founding members of this initiative are major food companies, including large meat and dairy companies. The framework they have developed offers a flexible approach that does not ban harmful practices or reduce livestock numbers. It prioritizes farmer profitability and crop yields over environmental concerns.

Importantly, companies can be certified as “regenerative” without making progress on soil health or climate impact — two core tenets of true regenerative agriculture. This approach risks greenwashing industrial agricultural practices without fundamentally changing the industry’s impact on the environment.

1. The Soil :

• Holistic Choreography: It’s not just about crops; it’s about the whole ecosystem—the bees, worms, fungi, and microbes. They tango together, building resilience. 🐝🌿
• Six Principles: Picture a dance card with six partners:
  • Context Awareness: Know your farm’s story—the soil’s history, climate, and community. It’s like learning your partner’s favorite song. 🎶🌾
  • Minimal Disturbance: No soil tilling tantrums! Reduce ploughing, pesticides, and synthetic fertilizers. It’s like a gentle waltz, not a stomping march. 🌎🚜
  • Covered Soil: Keep the soil cozy—blanketed by cover crops or mulch. It’s like tucking in your garden bed at night. 🛌🌱
  • Living Roots: Roots shimmy year-round. No off-season breaks! It’s like a perpetual salsa party underground. 💃🌿
  • Diversity Ballet: Invite diverse plants—legumes, grains, flowers—to the dance floor. They harmonize, sharing nutrients and warding off pests. 🌼🌾
  • Livestock Tango: Grazing animals join the ensemble. They fertilize, aerate, and add their hoofprints to the choreography. 🐄🌿

**2. The Web of Connection:

• Regenerative agriculture isn’t a solo act; it’s a jam session. Imagine all aspects—farmers, consumers, pollinators, chefs—linked in a cosmic dance. 🕸️🌿
• No Linear Supply Chain: Forget conveyor belts; think interconnected web. Farmers grow, chefs cook, and we savor. It’s like a potluck dinner where everyone brings their best dish. 🍽️🌱
• Carbon Tango: Soil becomes a carbon storage ballroom. Plants waltz, capturing CO₂. It’s like turning emissions into elegant moves. 🌿🌬️

**3. The Encore—Benefits:

• Healthier Soil: Imagine soil clapping its hands, rejuvenated! Regenerative practices boost organic matter, water retention, and nutrient availability. 🌿👏
• Biodiversity Symphony: Birds, bugs, and butterflies join the orchestra. Hedgerows hum, wetlands hum, and ecosystems hum with life. 🦋🎵
• Climate Pas de Deux: Regenerative steps cut emissions. Soil winks at the sky, saying, “We’ve got this, Earth!” 🌎💚

**4. The Farmer’s Heartbeat:

• For farmers, regenerative agriculture isn’t just science; it’s soul. It’s waking up to dew-kissed fields, knowing you’re part of a grand ballet. 🌅❤️
• Profit with Purpose: Yes, yields matter, but so does legacy. It’s like planting seeds for your grandchildren’s harvest. 🌾👨‍🌾

The path forward is Regenerative Agriculture

1. The Web of Connection:

   • Regenerative agriculture isn’t a solo act; it’s a jam session. Imagine all aspects—farmers, consumers, pollinators, chefs—linked in a cosmic dance. 🕸️🌿
   • No Linear Supply Chain: Forget conveyor belts; think of an interconnected web. Farmers grow, chefs cook, and we savor. It’s like a potluck dinner where everyone brings their best dish. 🍽️🌱
   • Carbon Tango: Soil becomes a carbon storage ballroom. Plants waltz, capturing CO₂. It’s like turning emissions into elegant moves. 🌿🌬️

2. The Encore—Benefits:

   • Healthier Soil: Imagine soil clapping its hands, rejuvenated! Regenerative practices boost organic matter, water retention, and nutrient availability. 🌿👏
   • Biodiversity Symphony: Birds, bugs, and butterflies join the orchestra. Hedgerows hum, wetlands hum, and ecosystems hum with life. 🦋🎵
   • Climate Pas de Deux: Regenerative steps cut emissions. Soil winks at the sky, saying, “We’ve got this, Earth!” 🌎💚

3. The Farmer’s Heartbeat:

   • For farmers, regenerative agriculture isn’t just science; it’s soul. It’s waking up to dew-kissed fields, knowing you’re part of a grand ballet. 🌅❤️
   • Profit with Purpose: Yes, yields matter, but so does legacy. It’s like planting seeds for your grandchildren’s harvest.

As the industry comes under increased scrutiny, calls for stricter regulation are growing. The Changing Markets report highlights the need for greater investment in alternative proteins and sustainable agricultural practices to transform the food system and mitigate climate change. The challenge now lies with policymakers to implement effective regulations that can counter the industry’s delaying tactics and ensure meaningful reductions in greenhouse gas emissions. As the clock ticks on climate action, the battle between environmental imperatives and industry resistance continues to shape the future of our food system and our planet.