The British meat industry has derided Sir Paul McCartney's new Meat Free Monday campaign.

On Monday, the former Beatle and his daughters Stella and Mary launched a campaign calling on meat eaters to give up meat one day a week. His interest in Meat Free Mondays was inspired by a movement in Australia and was first revealed by The Grocer a year ago (21 June, 2008).

Many people were unsure how they could make a real contribution towards a more sustainable, healthier world, claimed Sir Paul. "Having one designated meat-free day a week is actually a meaningful change that everyone can make."

But senior meat industry figures lambasted the McCartneys for playing on the public's emotions and failing to recognise the steps the meat industry was already taking to curb its environmental impact.

The campaign's message attempted to simplify a hugely complex issue, according to one industry source. "Yes, everyone has a responsibility for the environment, people in the meat and agriculture industry included. But [the Meat Free Monday message] seems to be just crass," he said. "I think it's bonkers."

Red meat was part of a healthy diet and something everybody should aspire to, said chairman of the NFU board for livestock Alistair MacKintosh.

Farmers were already looking to reduce their environmental impact and wanted to see innovation and science take the lead role in mitigating carbon and methane footprints, he claimed. For example, special diets were being developed for livestock, which resulted in less gas being produced by the feeding animal, he said. "I'd rather listen to science than some hippified vegetarian."

One source also criticised the line-up of celebrity supporters, which included Kelly Osbourne and Doris Day, claiming it was "not the most demographically representative list".

Sir Paul's campaign, which is being supported by Linda McCartney Foods, will be backed by a website with vegetarian recipes devised by celebrity chefs.

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