Beef cuts on display at a grocery store in Toronto. THE CANADIAN PRESS/Nathan Denette

Weather Network’s anti-meat video ‘doesn’t reflect true story’: cattle ranchers

At issue is the video’s suggestion that cutting back on meat consumption could help save the planet

A meat industry association has demanded the Weather Network remove a video from its website that urges Canadians to consume less red meat, the latest front in the farmers’ fight against negative publicity for animal products amid a consumer push toward plant-based protein alternatives.

The Canadian Cattlemen’s Association met with the network’s executives Monday night to address concerns about the video’s message, primarily claims that cows require more resources than other, smaller animals and produce 20 times more greenhouse gas than certain plants.

The Weather Network-produced video, which suggests people should cut back by about 1.5 burgers a week, highlights a recent report from the World Resources Institute, the United Nations and other partners on how the world can prepare to feed a 10-billion population by 2050.

The video “doesn’t reflect the true story,” Jill Harvie, public and stakeholder engagement manager with cattlemen’s association, said in an interview.

The group disputes the video’s suggestion that cutting back on meat consumption could help save the planet, saying beef production in Canada makes a positive contribution to the environment through maintaining grassland and sequestering carbon.

The Canadian beef industry’s greenhouse gas emissions are among the lowest in the world, she added.

“We’d hoped that the video would come down and would be essentially replaced with something that was more reflective of the Canadian context.”

Estimates that suggest beef production is only a small contributor to emissions tend to leave out the impact of cutting down forests and other land use, according to the WRI website. It does note that the emission intensity of Canada’s beef production is lower than in much of South America, Africa and Asia, according to 2013 figures.

The two parties agreed to engage in sharing information, said Harvie, adding the network appeared open to future collaboration.

The Weather Network, which is owned by Pelmorex Corp., declined an interview request and did not answer questions over email, but sent a prepared statement that said it “will not actively advise people on their food consumption choices.”

It also appeared to acknowledge the video may have missed the mark.

“The purpose of this article was merely to focus on sustainability and upon further review, we determined that our video and post did not reflect our intention,” the network’s statement read.

The video’s narrative plays into an ongoing push by policy-makers and plant protein producers to sell consumers on the environmental and health benefits of swapping steaks for soybeans.

Cattle producers earlier this year took on plant-based protein giant and stock-market darling Beyond Meat, which makes the popular Beyond Meat burgers that have been added to restaurant menus across Canada in recent months.

READ MORE: Beyond Meat goes public as sales of plant-based meats rise

The Quebec Cattle Producers Federation filed a complaint with the Canadian Food Inspection Agency saying the California-based company’s advertising is misleading and contravenes Canadian rules, arguing it shouldn’t be allowed to use the word “meat” for its vegan products.

Aleksandra Sagan, The Canadian Press

Like us on Facebook and follow us on Twitter

Just Posted

Rockies joust the Knights

Two back-to-back home games this weekend for the Rockies

Fowler’s show films in the Flats

YouTube star Zach Fowler films ‘30 Day Survival Challenge’ YouTube series in Canal Flats

Valley YouTuber sets sights on survival show stardom

Greg Ovens releases 30 Day Survival Challenge videos on his new YouTube channel

Minor Hockey Minute

Silver medals for Rockies’ Senior Girls and Atom Blue teams

Keep the streets clear; drive safely

District of Invermere Bylaw officer cites several areas of concern as winter approaches

PHOTOS: NHL honours B.C. grandma’s battle against cancer in special match

Shea Theodore’s grandmother Kay Darlington dropped the puck at a special ‘Hockey Fights Cancer’ game

Freezing rain on the way to B.C.’s Fraser Valley, Interior

Road conditions will be icy and slippery, Environment Canada warns

University of Victoria threatens any athletes who speak about rowing coach probe

Barney Williams has been accused of harassment and abuse

B.C.’s largest catholic archdiocese names 9 clergymen in sex abuse report; probes ongoing

Vancouver Archdioces presides over 443,000 parishoners in B.C.

Columbia River Treaty: ‘It is going to get tough’

B.C. negotiator tells Nelson meeting that talks are cordial, so far

Smudging in B.C. classroom did not affect Christian family’s faith, says school district lawyer

Lawyers make closing arguments in a Port Alberni case about the Indigenous cultural practice

Canadian Forces member charged with possessing magic mushrooms in Comox

Master Cpl. Joshua Alexander, with the 407 Maritime Patrol Squadron, facing two drug related charges

Most B.C. residents, including those hit by 2018 storms, not prepared for outages: report

Create an emergency kit, BC Hydro says, and report all outages or downed lines

Study finds microplastics in all remote Arctic beluga whales tested

Lead author Rhiannon Moore says she wasn’t expecting to see so many microplastics so far north

Most Read