Twitter advert

Poncherello1976 said:

This is the letter I have sent to Oatly this morning, I have also put in an official complaint with the ASA. I also believe that a number of other people have as well. I have not heard from any official farming bodies, but it is the weekend! I am sure I could have written the letter better and put more info in, but I am not very good at this sort of thing.

Good Morning,

Yesterday evening I was looking on Twitter and noticed your promoted adverts that came up. My wife sometimes uses your products and so it caught my eye as the shot went past. I would like to discuss with someone the adverts please as they appear to be very misleading, and do not seem to contain much truth in them.



I am a beef and arable farmer and appreciate there is a market for all sorts of products in the United Kingdom and around the world. I actually grow Oats and so am happy to see a demand for Oat Milk as I would hope that would increase the marketing ability of the oats that I grow. I grow Oats to help with the rotation of my crops, to help provide sustainable food and to provide care for my soils. So I would like to reiterate my point about having nothing against oat milk. What I do have a problem with is the way you have chosen to market/advertise your milk. I do not believe it is a them against us situation as I think there is enough room in the market place for all sorts of ‘milk’ if people so choose.



My problem is with the spreading of lies and untruths about the meat and dairy industry. Surely you are better to put across and explain how good your product is, not to knock down the competition with lies.

To say that the meat and dairy industry emits more CO2 than the worlds planes, trains, cars, boats etc, is wildly inaccurate, not true and not very helpful. Yes, livestock does emit CO2, but this is all part of the carbon cycle and balances it self out. Livestock emits CO2 and plants absorb it and so it goes round. Transport emits CO2 from carbon that has been locked up for millions of years and so it is adding to the problem. On top of that the grass lands sequester extra carbon and lock it up in the soil. Most grassland is permeant pasture and so not cultivated, and releasing carbon in to the atmosphere. I would even say that most permeant pasture is not even sprayed or has much inorganic fertiliser applied to it. This grassland generally is not able to produce arable crops, like oats, as it tends to be on mountainous, hilly, wet land unsuitable for arable.



Not withstanding this, I have touched on the notion that eating/drinking highly processed food stuffs is good for us. Meat and dairy are a good natural foodstuff for humans without being highly processed, and used in in a sustainable way will benefit not just humans, but also the climate of this planet.



I have made a complaint to the ASA about your advert(s) and hopefully they will see through the lies you are putting out. I would like to see you working with farmers and not alienating them in the future.

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Cowgirl said:

The most objectionable thing for me about this advert was the fact that it was clearly aimed at kids.

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milkloss said:

I reckon we need to keep an eye out........ the rabid lefties are feeling bold after their efforts to change the narrative over the water.

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delilah said:

Am I the only person on here who thinks that it is completely the wrong approach to complain to the ASA ? What, precisely, do you expect to achieve ? Once an advert is shown it has done its job; influencing consumers. Complain all you want, you wont reverse the message that has been implanted in the consumers mind.
I appreciate that it is all farmers want to do, complain, but honestly you're wasting your time. Focus instead on promoting the environmental benefits of your product.

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• Food-based greenhouse gas emissions by at least 30%
• Wildlife loss by up to 46%
• Agricultural land use by at least 41%

white_stuffed said:

Frustratingly, the phrase we keep coming back to is: "there is no settled science in climate change research."

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delilah said:

And there never will be. Which is absolutely fine. As I have tried repeatedly to get across on here, there is no absolute truth in any of this, just different peoples version of the truth. Livestock farmers need to get over themselves, stop complaining about what other people say is the truth, and start to give their own version. Don't complain about vegan campaigners, learn from them. Deliver your message, loudly and consistently, and stop whingeing about the fact that others are doing the same with theirs.

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Gadget said:

This is off their website, where they have taken the data from is included for each topic.


We all know that dads love stats, maybe as much as they love eating meat and dairy. So what happens when these two loves go head to head? Try throwing dad some of these jedi-level climate stats and let’s find out.
Not-so-fun-facts
The UK produces 15 billion litres of milk per year, and the average Brit consumes 70 litres of milk per year, roughly 1.4 litres per week.*

Emissions
The dairy (and meat) industries emit more CO2e than all the world’s cars, planes, trains, boats, go-carts, etc. combined. Yes, combined.**
Cows milk vs. Oat Drink
Oat drink generates 73% less CO2e than cow’s milk – yeah!***

* 1.UK Dairy Industry Statistics. Briefing Paper 2721, 1 May 2020. House of Commons Library. https://commonslibrary.parliament.uk/research-briefings/sn02721/
2. AHDB (2020) Change in UK consumer preferences shows need for more cheese, https://ahdb.org.uk/news/change-in-UK-consumer-preferences-for-more-cheese
**1. Poore, Nemecek, 2018: Reducing food’s environmental impacts through producers and consumers. Science 1.6.2018.
2. Edenhofer, O. et al. 2014: Mitigation of Climate Change. Contribution of Working Group III to the Fifth Assessment Report of the Intergovernmental Panel on Climate Change.
***CarbonCloud data for UK Barista Edition Oat Drink climate footprint (0.44 kg CO2e) and British Whole Cow’s milk 3.7% fat (1.6 kg CO2e)

Climate
To meet the 1.5-degree goal set by the Paris Accord, we need to cut global greenhouse emissions in half by 2030.*

Climate compensation
If you travel by plane and “compensate” by planting trees, theoretically you will be even-steven (if the trees do not die or are cut down) in 30 years, which is tricky given that we must halve our global greenhouse gas emissions by 2030.**
Upgrade your diet
According to the Guardian, the most effective way for anyone to reduce their climate impact is to adopt a vegan diet.***
Switching to a plant-based diet can reduce****:

• Food-based greenhouse gas emissions by at least 30%
• Wildlife loss by up to 46%
• Agricultural land use by at least 41%

*1. Rogelj, J. et al. 2018, Global Warming of 1.5°C. An IPCC Special Report on the impacts of global warming of 1.5°C above pre-industrial levels.
2. Clark, MA et al. (2020) Global food system emissions could preclude achieving the 1.5° and 2°C climate change target.
**1. Carbon Neutral, 2017. A tree is estimated (through photosynthesis) to absorb about 1 ton of carbon dioxide from the atmosphere if it stands for 40 years. For this to happen, it is estimated that 10-15 trees need to be planted. Our calculation is based on 10 trees.
2. Rogelj, J. et al. 2018, Global Warming of 1.5°C. An IPCC Special Report on the impacts of global warming of 1.5°C above pre-industrial levels.
***https://www.theguardian.com/environ...le-biggest-way-to-reduce-your-impact-on-earth
****WWF, “Plant-Based Diets”, 2020

Animal factory

Mammals of the world *

Raised livestock: 60%

Wild animals: 4%

Humans: 36% (incl. dads)
60% of the entire mammalian population on Earth consists of human-bred livestock. People (including dads) make up 36%, and only 4% of all planetary mammals are wild.*
Land usage
50% of the world’s habitable land is used for agriculture. There is a highly unequal distribution of land use between livestock and crops for human consumption. If we combine pastures used for grazing with land used to grow crops for animal feed, livestock would account for 77% of global farming land. While livestock takes up most of the world’s agricultural land, it only produces 18% of the world’s calories and 37% of total protein.**

Eating animals
Our appetite for meat keeps getting bigger. A review by the Food and Agriculture Organization projects an increase of 76% in the total quantity of meat consumed by 2050.***

*Yinon M. Bar-Ona, Rob Phillipsb,c, and Ron Miloa,1, 2018, The biomass distribution on Earth.
**World Economic Forum (2019). 50% of all land in the world is used to produce food. https://www.weforum.org/agenda/2019/12/agriculture-habitable-land/
***N. Alexandratos, J. Bruinsma, World Agriculture Towards 2030/2050. The 2012 Revision. ESA Working paper No. 12-03 (FAO, 2012). http://www.fao.org/fileadmin/templates/esa/Global_persepctives/world_ag_2030_50_2012_rev.pdf

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Gadget said:

This is off their website, where they have taken the data from is included for each topic.


We all know that dads love stats, maybe as much as they love eating meat and dairy. So what happens when these two loves go head to head? Try throwing dad some of these jedi-level climate stats and let’s find out.
Not-so-fun-facts
The UK produces 15 billion litres of milk per year, and the average Brit consumes 70 litres of milk per year, roughly 1.4 litres per week.*

Emissions
The dairy (and meat) industries emit more CO2e than all the world’s cars, planes, trains, boats, go-carts, etc. combined. Yes, combined.**
Cows milk vs. Oat Drink
Oat drink generates 73% less CO2e than cow’s milk – yeah!***

* 1.UK Dairy Industry Statistics. Briefing Paper 2721, 1 May 2020. House of Commons Library. https://commonslibrary.parliament.uk/research-briefings/sn02721/
2. AHDB (2020) Change in UK consumer preferences shows need for more cheese, https://ahdb.org.uk/news/change-in-UK-consumer-preferences-for-more-cheese
**1. Poore, Nemecek, 2018: Reducing food’s environmental impacts through producers and consumers. Science 1.6.2018.
2. Edenhofer, O. et al. 2014: Mitigation of Climate Change. Contribution of Working Group III to the Fifth Assessment Report of the Intergovernmental Panel on Climate Change.
***CarbonCloud data for UK Barista Edition Oat Drink climate footprint (0.44 kg CO2e) and British Whole Cow’s milk 3.7% fat (1.6 kg CO2e)

Climate
To meet the 1.5-degree goal set by the Paris Accord, we need to cut global greenhouse emissions in half by 2030.*

Climate compensation
If you travel by plane and “compensate” by planting trees, theoretically you will be even-steven (if the trees do not die or are cut down) in 30 years, which is tricky given that we must halve our global greenhouse gas emissions by 2030.**
Upgrade your diet
According to the Guardian, the most effective way for anyone to reduce their climate impact is to adopt a vegan diet.***
Switching to a plant-based diet can reduce****:

• Food-based greenhouse gas emissions by at least 30%
• Wildlife loss by up to 46%
• Agricultural land use by at least 41%

*1. Rogelj, J. et al. 2018, Global Warming of 1.5°C. An IPCC Special Report on the impacts of global warming of 1.5°C above pre-industrial levels.
2. Clark, MA et al. (2020) Global food system emissions could preclude achieving the 1.5° and 2°C climate change target.
**1. Carbon Neutral, 2017. A tree is estimated (through photosynthesis) to absorb about 1 ton of carbon dioxide from the atmosphere if it stands for 40 years. For this to happen, it is estimated that 10-15 trees need to be planted. Our calculation is based on 10 trees.
2. Rogelj, J. et al. 2018, Global Warming of 1.5°C. An IPCC Special Report on the impacts of global warming of 1.5°C above pre-industrial levels.
***https://www.theguardian.com/environ...le-biggest-way-to-reduce-your-impact-on-earth
****WWF, “Plant-Based Diets”, 2020

Animal factory

Mammals of the world *

Raised livestock: 60%

Wild animals: 4%

Humans: 36% (incl. dads)
60% of the entire mammalian population on Earth consists of human-bred livestock. People (including dads) make up 36%, and only 4% of all planetary mammals are wild.*
Land usage
50% of the world’s habitable land is used for agriculture. There is a highly unequal distribution of land use between livestock and crops for human consumption. If we combine pastures used for grazing with land used to grow crops for animal feed, livestock would account for 77% of global farming land. While livestock takes up most of the world’s agricultural land, it only produces 18% of the world’s calories and 37% of total protein.**

Eating animals
Our appetite for meat keeps getting bigger. A review by the Food and Agriculture Organization projects an increase of 76% in the total quantity of meat consumed by 2050.***

*Yinon M. Bar-Ona, Rob Phillipsb,c, and Ron Miloa,1, 2018, The biomass distribution on Earth.
**World Economic Forum (2019). 50% of all land in the world is used to produce food. https://www.weforum.org/agenda/2019/12/agriculture-habitable-land/
***N. Alexandratos, J. Bruinsma, World Agriculture Towards 2030/2050. The 2012 Revision. ESA Working paper No. 12-03 (FAO, 2012). http://www.fao.org/fileadmin/templates/esa/Global_persepctives/world_ag_2030_50_2012_rev.pdf

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Jerry said:

Ive had a scan through source they based their argument on "Poore, Nemecek, 2018: Reducing food’s environmental impacts through producers and consumers."

That talks a lot about methane and I believe that to be a red herring as the Methane cycle is very short and its impact in the past has been massively over calculated. This has been upheld by a number of reports.

It is also a study looking at various regions around the globe and does not take into account local conditions of production such as the UK being very good at growing grass vs some where like Cyprus for example.

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delilah said:

Anyway, don't farmers grow oats ? If the livestock sector put an advert out showing how grassland is crucial to a stable climate, then it would probably p!ss off oat growers. So what, all good fun.
If you want to get uppity about something, it is artificial food. They are the guys who will be laughing at you falling out with oat growers.

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delilah said:

Anyway, don't farmers grow oats ? If the livestock sector put an advert out showing how grassland is crucial to a stable climate, then it would probably p!ss off oat growers. So what, all good fun.
If you want to get uppity about something, it is artificial food. They are the guys who will be laughing at you falling out with oat growers.

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Gadget said:

According to the Guardian

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