"Animal agriculture misinformation campaigns are an existential threat to global net zero goals, and a significant business risk for food companies looking to lower the GHG emissions footprint of their supply chains, which is why we need Freedom Food Alliance’s vital work more than ever."

"The meat industry’s misinformation tactics are even worse than the fossil fuel industry’s."

"In the face of all the evidence, the animal agriculture industry continues to peddle falsehoods, deploying a smokescreen of denial, distraction, and deception.

I welcome this report, and commend it's researchers and authors - showing the sheer scale of animal agriculture industry activity, akin to big oil and big tobacco before them - well funded, well organised campaigns of misinformation and science denial that are being used to thwart the essential shift to sustainable, plant-based diets - simply to support a business model and a ‘product’ that does people and animals great harm"

“Animal agriculture giants are waging a disinformation war, threatening public health and the planet. Our report exposes their tactics of denial and delay and underscores the need for urgent action. We call for robust legislation, an end to greenwashing, and strict accountability for these major polluters."

“We all say we want to fight misinformation. Most of us are even aware that industries are often built on false information and assumptions. But without continuous, rigorous efforts to set the record straight, we will often remain under the spell of whatever clever marketing is thrown at us.”

"Brazilian beef giant JBS are masters of misinformation, so it's great that the Freedom Food Alliance are shining a spotlight and calling out the beef and meat industry's dangerous and misleading practices like this."

"Disinformation is a key challenge of our time, with the field of nutrition often adversely impacted. It is therefore great to have an organisation such as the FFA to hold the food industry to account and supporting people to harness the huge benefits."