1. Eco-friendly meat Group 6 1

2. Table of content The environmental effects Green Labels Marketing Ideas 2

3. The environmental effects The environmental impact of meat production varies Wide variety of agricultural practices Meat is obtained through a variety of methods: 1. Organic farming 2. Free range farming 3. Intensive livestock production 4. Subsistence agriculture 5. Hunting 6. Fishing 3

4. Negative impacts: Encroachment on undeveloped lands Clear cutting of forests, deforestation Land quality decline Use of virtual water Negative impact on stream and riparian habitats: Increased phosphates and nitrates Decreased dissolved oxygen Increased temperature, turbidity, and eutrophication events Reduced species diversity 4

5. Negative impacts Livestock contribute to about 9% of total anthropogenic carbon dioxide emissions 37% of methane emissions 65% of nitrous oxide emissions Waste: 1/3 of agricultural land is used for corn production 1/2 of the corn harvested is used for meat production 5

6. Beneficial impacts: Conversion of waste to high-protein food  E.G.: Currently, 70 % of the feedstock used in the Dutch feed industry originates from the food processing industry Control of specific invasive or noxious weeds on rangeland A more efficient use of animal waste may be a contributing factor in sustainability.  E.G.: By-products of slaughtered animals used to provide biogas. 6

7. Alternatives Soy: in the form of tofu, tempeh, pups, tofurkey, and every other form imaginable. Seitan: (high protein wheat gluten): in traditional forms as well as those that can resemble duck. Veggie burgers: a mix of all kinds of things in as many varieties but all standing in for the beef staple. 7

8. Role of green labels Labels on food that ensure the consumer that the product is eco-friendly. Organic meat and dairy: No antibiotics, hormones, or pesticides are given to animals Livestock are given all organic feed. Disease is prevented with natural methods such as clean housing, rotational grazing, and a healthy diet. Livestock must have access to the outdoors. 8

9. Role of green labels Lifecycle of the product is not included in the label Green labels also try to ensure fair trade 9

10. Green label examples Finland USA Europe 10

11. Facts used to convince consumer 3 types: Organic: animals fed entirely with organic feed Grass-fed: Grass-fed meat is fed largely or exclusively on the natural food for ruminants like cows and sheep, instead of on corn and soy. Local: Local meat is grown near the place it is consumed 11

12. How to sell it? Transparancy Happy cows Marketing campaigns Comparing with normal product (which is bad) Try to jump on the green train (younger generation?) 12

13. Improve environmental approach Transparancy Raise taxes on « bad » meat Standarized rules ans labels (WTO) Import restrictions against « bad meat » Restrictions and rules on use of antibiotics/treatment&transport of animals 13

14. Strenghts/weaknesses Strenghts Focus on the humanely treated animals Does not contain potentially harmful toxins Improves the environment Weaknesses It is more expensive Not as easily available as other meat 14

15. Possible sales channels Organic webshop In the supermarkets next to the regular meat Restaurants Butcher (certification) Direct sales from the farms/marketplace 15

16. Future ideas Increase availability by adding more channels Raise awareness and increase transparency Raise taxes on bad meat Standardize rules and labels Import restrictions on regular meat Regulations on the use of medication on animals 16

17. Questions? 17