‘Veganuary cooked up by those hoping to tarnish the good name of our proud industry’

“What Welsh farmers are finding particularly frustrating during Veganuary, however, are the all too frequent reports across print, broadcast and social media that use misinformation and inaccuracies about UK farming practices, the sector’s environmental impact and the nutritional benefits of meat and dairy to influence consumers’ long-term purchasing decisions.”

Standards

He continued with claims that Welsh farmers had some of the highest animal welfare standards of anywhere in the world, as well as leading environmental responsibilities.

More than 98 per cent of the British public consume red meat and dairy products as part of a healthy, balanced diet, Mr Davies added, with nutritional benefits including iron, zinc, iodine, B vitamins and calcium.

Mr Davies said: “In Wales we are proud of our ability to turn grass, often grown in marginal areas where other crops cannot grow, into top quality PGI Welsh lamb and beef, as well as a wide range of dairy products.

“Detractors of our industry will point to the supposed detrimental environmental impact of livestock farming while choosing to ignore the powerful benefits that livestock grazing can contribute to soil restoration and carbon sequestration.

“Such arguments also discount the wider positive impact that livestock farms have on Wales’ iconic landscapes, biodiversity and the fabric and prosperity of our rural communities.”