2. Content
1. The problem: high meat consumption
- environmental crisis
- food crisis
- health crisis
2. Our solution
- challenges
- content
- approach
3. EVA’s aim is to maximally replace animal food by
plant based food, thus helping to create a more
people, animal and environmentally friendly society
We inform, organize, lobby and campaign
Our staff of 6 operates from our office in Ghent
We were founded in 2000
6. It’s about what goes in, and what comes out
Food crisis
Environmental crisis
Health crisis
7. « The livestock sector emerges as one of the top
two or three most significant contributors to the
most serious environmental problems, at every
scale from local to global.
The findings of this report suggest that it should
be a major policy focus when dealing with
problems of land degradation, climate change
and air pollution, water shortage and water
pollution and loss of biodiversity.»
Livestock’s Long Shadow, FAO 2006
1. Environmental crisis
8. 19 billion animals at any moment
or 55 billion per year (FAOSTAT)
Did you think only humans have an ecological footprint?
9. <
Animal agriculture is
responsible for 18% of
global greenhouse gas
emissions:
methane (CH4)
nitrous oxide (N2O)
carbondioxide (CO2)
(Livestock’s Long Shadow)
Environmental crisis: climate
10. Focus on methane?
GWP values and
lifetimes from
2007 IPCC AR4 [3]
Lifetime
(years)
GWP time horizon
20 years 100 years 500 years
Methane 12 72 25 7.6 (7)
Nitrous oxide 114 289 298 153 (156)
GWP (global warming potential) of methane increases when a time horizon
of 20 years is used instead of one of 100.
11.
12. Mitigation?
« Available technologies for reduction of emissions
from livestock production, applied universally at
realistic costs, would reduce non-carbon dioxide
emissions by less than 20%. »
(McMichael et al, 2007)
13. Pasture land for cattle
Crops for cattle feed
An area the size of
Belgium, every year*
global warming
loss of biodiversity
(*own calculations, based on Livestock’s Long
Shadow data)
Environmental crisis: deforestation
14.
15. 1 kg pork = 16 kg of manure
Environmental crisis: manure
18. Out of almost 7.000.000.000 people on this
planet
1.000.000.000 suffer from hunger, of which 200.000.000 are
children
25.000 people die of hunger or malnutrition every day
Now how many is that, really?
36. « The current global average meat consumption is
100 g per person per day, with about a ten-fold
variation between high-consuming and low-
consuming populations. 90 g per day is
proposed as a working global target, shared
more evenly, with not more than 50 g per day
coming from red meat from ruminants.»
(McMichael et al, Food, livestock production, energy, climate change, and health, The Lancet, Oct 2007.)
37. “The only environmentally responsible way to
accommodate the world’s increasing demand for
meat is to produce increased amounts of feed
crops without using more land. The only way to
accomplish that is to substantially increase
yields.”
(http://farmecon.com/Documents/Projections%20of%20Global%20Meat%20Production%20Through
%202050.pdf)
38. “Hence, some affected countries now face the double burden of
under-nutrition due to nutritional deficits in parts of their populations
and an increase in obesity-related chronic diseases due to
increased availability of foods of animal origin, high in saturated fat,
and energy-dense processed foods rich in fats and sugar. (…)
Economic development and associated urbanism could lead to diets
that are less protective against chronic diseases than are traditional
diets. »
McMichael et al.
39. Heavy stress on the meat production system
because of:
- Scarce land
- scarce water
- scarce fertilizer
- climate change
- rising consumer awareness
- health costs
The future
40. 70% increase in food production by 2050?
Less people
More land
A new green revolution
A significant dietary shift
41. So far for the bad news…
If too much meat is a
big part of the problem,
a big part of the
solution may lie in
eating differently.
51. ‘Go veggie’ meat reduction
A little bit less every day?
A vegetarian day a year, a week?
Meatless: less meat in meat?
‘Vegetarian before six’?
A veggie day
Thursday Veggie Day
Core messsage: Thursday = veggie day
59. Courses for citizens and professionals
Website, newsletterse
Campaign material: posters, flyers, t-shirts, stickers,
placemats, frocks…
And also…
60.
61. Results (nationally)
Large participation in city schools (95%)
2 city restaurants skip meat on Thursday
Redelijke bekendheid van de campagne op twee
jaar tijd (met weinig middelen)
Imitation of the concept in other Belgian cities
(Hasselt, Mechelen), interest from others (Antwerp,
Aalst, Vilvoorde…)
Financial support by the city of Ghent
62. Results (internationally)
Press from Time Magazine to Tokyo
Governments interested (Nottingham, Genua, Colombia…)
Imitation in Bremen (Germany) and Sao Paulo (Brazil)
Visiting researches from different countries
Inviations to speak in Paris, Frankfurt, Milan, Washington.…
Support from IPCC chairman Rajendra Pachauri
Calls for veggie days at the Europees Parlement
Interest of NGO’s in many countries (France, Sweden, Taiwan,
US, UK…)
63.
64.
65. • concrete
• positive
• doable
• challenging
• fun
• credible
• empowering
• sticky
Shaping the message
66. Concrete
Compare e.g. with Swedish
government:
“try to replace one or two
meals a week by vegetarian
dishes or eat smaller portions of
meat”.
70. Research by Federal
Council Sustainable
Development (FRDO,
2009)
What about at most 2
meat dishes (as an
alternative for vegetarian
dishes) in public
cafetarias (schools,
businesses) by 2020?
Voor elke mens op aarde lopen er nog eens 3 landbouwdieren (totaal 18 miljoen) rond, die ook vervuilen, mest produceren…
Stel je voor dat er vandaag vijftig Boeings 747 zouden neerstorten. Dat zijn 50 x 500 = 25.000 doden, of evenveel mensen als er elke dag sterven van de honger.
500 mensen
50 x 50 mensen = 25.000 mensen, elke dag
Voor elke mens op aarde lopen er nog eens 3 landbouwdieren (totaal 18 miljoen) rond, die ook vervuilen, mest produceren…
Voor elke mens op aarde lopen er nog eens 3 landbouwdieren (totaal 18 miljoen) rond, die ook vervuilen, mest produceren…
Niet alle plantaardige voeding wordt rechtstreeks in vlees omgezet. Elke tussenschakel is een omweg. Het dier gebruikt een deel van de energie voor zijn voortbeweging, temperatuursregeling, enz.