Background Netherlands Meat Country
Meat sector wants to come out of shell with campaign
The meat sector explicitly wants to get involved in the social debate. That is why six parties started a campaign today (September 1) under the name: Nederland Vleesland. Or should this have been done 10 years ago? "We owe it to ourselves that there is a negative image of the meat sector in our country. That must change, we can be proud," said Laurens Hoedemaker, chairman of the Central Organization of the meat sector (COV) and co-initiator of the campaign.
The campaign is the start of a social dialogue, or so is the idea. Themes such as taste, health, respect for animals and sustainability are discussed in a new website illuminated. It also contains information about nutritional value, handling of animals and the environment.
Information is desperately needed, Hoedemaker believes. According to him, meat consumption today is unfairly portrayed in a negative light. "We produce high-quality animal proteins under strict standards of food safety and animal welfare. We as a sector should be more proud of that, and also propagate this in the social debate, where meat consumption is sometimes criticized. Hoedemaker is well united and knows how to find the media useful. It is time for the meat sector to respond to this, according to the COV chairman. "In principle there is nothing wrong with an advertisement of "We from toilet duck', as long as your product is good."
'Because meat is tasty'
The Producers Organization Pig Farming (POV) also supports the campaign. The POV's own research shows that the vast majority of Dutch people eat meat. "The main reason is that people like meat", according to chairman Linda Verriet. The survey also shows that respondents believe that pig farming is part of the Netherlands. "You could also see this more broadly in the context of livestock farming as a whole. However, you often hear different voices in the social debate."
The campaign aims to provide consumers with good information about meat production. "You don't necessarily have to eat meat, but we do think that everyone should be informed in the right way." The initiators recognize that the campaign stems partly from frustration, but also from pride for the profession and the products. Whether the campaign should have started 10 years ago? "Maybe," Hoedemaker admits. Nevertheless, according to him, it is not too late to take an active part in the social debate. He would like to join forces with other sectors, such as the dairy and arable sectors. "The agricultural sector should be more visible at talk show tables and such."
In addition to the COV and POV, Vee & Logistiek Nederland, Stichting Brancheorganisatie Kalversector, Association for the Dutch Meat Industry and Royal Dutch Butchers are participating in the campaign.
Wouter Job
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