Eco-friendly meat

Group 61

Table of contentThe environmental effectsGreen LabelsMarketingIdeas

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The environmental effects The environmental impact of meat

production variesWide variety of agricultural practicesMeat is obtained through a variety of

methods:1. Organic farming2. Free range farming3. Intensive livestock production4. Subsistence agriculture5. Hunting6. Fishing

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Negative impacts:Encroachment on undeveloped landsClear cutting of forests, deforestationLand quality declineUse of virtual water

Negative impact on stream and riparian habitats: Increased phosphates and nitrates Decreased dissolved oxygen Increased temperature, turbidity, and

eutrophication events Reduced species diversity

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Negative impactsLivestock contribute to about 9% of total

anthropogenic carbon dioxide emissions 37% of methane emissions 65% of nitrous oxide emissionsWaste:

1/3 of agricultural land is used for corn production

1/2 of the corn harvested is used for meat production

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Beneficial impacts:Conversion of waste to high-protein food

E.G.: Currently, 70 % of the feedstock used in the Dutch feed industry originates from the food processing industry

Control of specific invasive or noxious weeds on rangeland

A more efficient use of animal waste may be a contributing factor in sustainability.E.G.: By-products of slaughtered animals

used to provide biogas. 6

AlternativesSoy:

in the form of tofu, tempeh, pups, tofurkey, and every other form imaginable.

Seitan:(high protein wheat gluten): in traditional

forms as well as those that can resemble duck.

Veggie burgers: a mix of all kinds of things in as many

varieties but all standing in for the beef staple.

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Role of green labelsLabels on food that ensure the consumer

that the product is eco-friendly.

Organic meat and dairy:No antibiotics, hormones, or pesticides are

given to animalsLivestock are given all organic feed.Disease is prevented with natural methods

such as clean housing, rotational grazing, and a healthy diet.

Livestock must have access to the outdoors.

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Role of green labelsLifecycle of the product is not included in

the labelGreen labels also try to ensure fair trade

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Green label examples

Finland

USA

Europe

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Facts used to convince consumer3 types:

Organic: animals fed entirely with organic feed

Grass-fed: Grass-fed meat is fed largely or exclusively on the natural food for ruminants like cows and sheep, instead of on corn and soy.

Local: Local meat is grown near the place it is consumed

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How to sell it?TransparancyHappy cowsMarketing campaigns

Comparing with normal product (which is bad)

Try to jump on the green train (younger generation?)

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Improve environmental approachTransparancyRaise taxes on « bad » meatStandarized rules ans labels (WTO)Import restrictions against     « bad

meat »Restrictions and rules on use of

antibiotics/treatment&transport of animals

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Strenghts/weaknessesStrenghts

Focus on the humanely treated animalsDoes not contain potentially harmful toxinsImproves the environment

WeaknessesIt is more expensiveNot as easily available as other meat

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Possible sales channelsOrganic webshopIn the supermarkets next to the regular

meatRestaurantsButcher (certification)Direct sales from the farms/marketplace

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Future ideasIncrease availability by adding more

channelsRaise awareness and increase transparency Raise taxes on bad meatStandardize rules and labelsImport restrictions on regular meatRegulations on the use of medication on

animals

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Questions?

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