Meat Industry Propaganda
Have you ever scrolled through your news feed and noticed a sudden, unexplained wave of articles attacking plant-based milk or claiming that vegans are secretly miserable? At Caavakushi, we’ve felt for a long time that these “organic” trends seem a little too coordinated. As it turns out, our instincts were right. The meat industry propaganda machine is in overdrive, and they aren’t just sharing opinions—they’re spending millions to shape yours.
The 100% Funded Disinformation War
The Caavakushi team recently looked into the sheer scale of the meat industry propaganda (PR machine). We found that massive trade bodies, like the AHDB in the UK, have launched campaigns such as “Let’s Eat Balanced,” which experts have labeled as “dangerous propaganda.”
Recent reports for suggest that the animal agriculture sector spends millions of dollars annually on discrediting plant-based diets. In fact, some studies show that nearly 90% of the world’s largest meat conglomerate’s environmental pledges omit the vast majority of their actual emissions. Instead of fixing their own footprint, they focus on slander aimed at vegan businesses.
The “Spelling Bee” Tactic (Slandering Vegan Businesses)
One of the most insidious tactics we’ve noticed is the attempt to make plant-based ingredients sound like toxic chemicals. You might remember the high-profile campaigns where children were asked to spell “methylcellulose” to make vegan burgers seem “unnatural.”
What they don’t tell you is that methylcellulose is simply plant fiber. Yet, these ads—some costing upwards of $5 million—have a measurable impact. Research indicates that such scare tactics can cause a 12.4% year-on-year decline in certain vegetable-based product sales, as consumers become confused by the meat industry propaganda machine.
Infiltrating the Narrative: Fake “Ex-Vegans” and Bot Attacks
Our team also stumbled upon a shocking revelation: the use of “troll farms.” A viral whistle-blower report in late 2024 revealed that some individuals have been paid by the meat industry propaganda machine trade groups to create fake accounts and pretend to be “ex-vegans” with health problems.
The goal? To make veganism look extreme or unsustainable. These operatives are instructed to push groups toward radical positions so they are easier to discredit in the eyes of the public. When you see a comment section filled with 100% identical anti-vegan talking points, there’s a high probability it’s a paid operation.
Why Are They So Terrified?
The answer is simple: the meat industry is losing its grip. Despite the slander, the data for 2025 shows that the global market for plant-based alternatives is still projected to grow from roughly $29 billion to over $160 billion by 2030.
We’ve seen that when plant-based meats are placed in the same aisle as animal products, sales can jump by 23%. This explains why the meat industry propaganda PR firms are fighting so hard to keep vegans and our businesses on the fringes.
“Animal agriculture giants are waging a disinformation war, threatening public health and the planet,” says lead researcher Nicholas Carter. At Caavakushi, we think it’s time to call this out for what it is: a desperate attempt to protect a dying system.
Final Thoughts From The Caavakushi Team
We feel that the best way to fight back is to stay informed. Don’t let a headline funded by a multi-billion dollar lobby change your values. By supporting vegan businesses, we are casting a vote for a world where 100% of living beings can live in peace.
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