Pigmeat to be part of “new initiatives” livestock campaign

European farmers and agri-cooperatives are developing “new initiatives” to encourage healthy eating habits at an early age and to bring consumers back in touch with nature.

The plan, currently being prepared by Copa-Cogeca, will be part of the organisation’s 2016 livestock campaign, which will focus on the benefits for rural areas generated by having a sustainable EU livestock sector. Highlighted gains will include promoting a healthy diet, economic growth and jobs and the production of “delicious tasting” farm produce.

With the campaign launch set for April 21, Copa & Cogeca says it will cover the entire EU livestock sector, with pigs, dairy, cattle, sheep & goats and poultry & eggs all being hit by increasing challenges at present, ranging from costly EU animal production rules to the Russian ban on EU agricultural exports.

“Too often, consumers don’t have enough time to devote to cooking or are misinformed of the benefits of eating meat for a nutritious balanced diet,” said Copa-Cogeca, adding that eating beef, veal, lamb, poultry, goat-meat and pork provides consumers with an excellent source of protein in the diet.

“Meat is also vital to help feed a growing population set to rise by 60% by 2050 and help solve hunger and nutrition issues. New initiatives to encourage healthy eating habits at an early age and to bring consumers back in touch with nature are being developed by European farmers and agri-cooperatives.

“The 2016 campaign will shed new light on the benefits of eating meat and these initiatives, present new easy to cook recipes, show the high production standards farmers meet and also show that the livestock sector is good for a vibrant rural economy.”

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