A number of industry stakeholders have raised concerns about an article in Coles magazine that reported positive results from eating less meat.
The article consisted of a list of healthy eating tips, one of which said that less meat is good for the environment and has a positive effect on a person's health.
Coles has since met with AgForce representatives to clarify that the statement does not reflect the company's attitude towards the work that is being done across the livestock industry to improve sustainability results.
"AgForce and the whole of agriculture praise Coles' leadership," said Michael Guerin, CEO of AgForce.
“Representatives we met said they recognized the incredibly good sustainability work in the red meat sector and across agriculture.
"Red meat, the way it is grown in Australia, is very sustainable and an essential part of a healthy, balanced diet."
Mr. Guerin goes on to explain that the red meat sector has been the target of misinformation provided by anti-agriculture lobby groups and social / environmental activists.
"There is no solid evidence that the saturated fat in red meat is harmful to a person's health. In fact, there are now dozens of long-term studies that prove the opposite – that is, that saturated fat is necessary for a healthy diet," says Guerin.
"In terms of sustainability, the red meat sector is already investing heavily in CO2 neutrality by 2030."
Queensland native from Graz and AgForce member Adam Coffey of Miriam Vale near Gladstone in Queensland discusses the problems that arise when consumers read incorrect information.
"They understandably feel guilty about health and environmental issues when reading this stuff, especially if they don't realize it's not true.
"That's why so many farmers I've spoken to over the past few days have had a problem with the information that is in Coles magazine."
Mr Coffey says he found it a strange way for the supermarket to go under when they partner with the meat industry and sell meat to consumers.
“… I'm relieved now that I attended the meeting with Coles.
"It gives the producers the opportunity to know that we have their support. To know that they have confirmed a mistake in posting the comments. To hear from them that they don't consider us the bad guys because some like to paint us as . "
Ms. Coffey sums it up: "We know that we are not the bad guys. We are about making good, clean and sustainable food."
