A Twitter campaign has been launched to help combat the disinformation and misrepresentation of the meat industry, whilst acting as a platform for members of the industry to spread positive messages.

The ‘Meaty March’ campaign follows the news of Macmillan Cancer Support establishing a ‘Meat-Free March’ movement which encourages people to give up meat for the month of March.

Meat Management publisher, Graham Yandell, said: “The idea for ‘Meaty March’ came in response to the Veganuary campaign and in support of the ongoing Organuary movement.

“We want to spread the message that the consumption of meat is a key part of any healthy diet, and this new platform will aim to dispel any information which says otherwise.”

Yandell continued: “The new campaign from Macmillan is utterly ridiculous and dangerous. By using the phrase ‘every meat-free moment matters,’ they are spreading a not-so subtle message that eating meat is a direct cause of cancer, which simply isn’t the case. The truth is that eating moderate quantities of meat provides the body with essential vitamins and nutrients which cannot be found in other diets, and our ‘Meaty March’ campaign wants to make people aware of that.”