What’s it all about?
The EU livestock sector - especially pigs dairy, cattle, sheep & goats, poultry & eggs - is being hit by increasing challenges ranging from upcoming climate change policy, health issues, animal welfare constraints, trade issues, with a decline in EU meat consumption expected by 2025. Yet eating beef, veal, lamb, poultry, goatmeat and pork provides consumers with an excellent source of protein in the diet. Vitamin B12 is particularly important and animal products, including meat, fish, dairy and eggs are the primary natural sources of B12 which is vital for children. Meat is also important to help feed a growing population set to rise by 60% by 2050 and help solve hunger & malnutrition. More and more, there are on-farm activities and farm open days across Europe with cooking workshops which provide closer contacts with citizens and enhance consumers’ connection with farming, food and rural areas. This Campaign aims to increase awareness of these activities and to shed new light on the benefits of eating meat, present new easy to cook tasty recipes, show the high production standards farmers meet and what they are doing to tackle the upcoming challenges including antimicrobial resistance to ensure an even more sustainable sector. It will also present new facts & figures to show that the livestock sector is good for growth & jobs & a vibrant rural economy & attractive countryside.
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