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Rob Percival Profile
Rob Percival

@Rob_Percival_

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Author of 'The Meat Paradox' - now in paperback! Head of Food Policy @SoilAssociation . Views my own. BUY THE BOOK:

Joined July 2013
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@Rob_Percival_
Rob Percival
2 years
The Meat Paradox is now available in paperback. 🥳 THANK YOU to everyone who has read and supported the book. If you haven't read it yet... 🧵
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@Rob_Percival_
Rob Percival
2 years
Im getting called a woke vegan eco-nut by GB News viewers, apparently for pointing out that intensive chicken farming is killing the River Wye. 🤷‍♂️
@GBNEWS
GB News
2 years
'This government is pathological averse to dietary change... We need need government leadership' Rob Percival, Head of Food Policy at the Soil Association, speaks to Eamonn & Isabel as Boris Johnson unveils a new food strategy which will 'back farmers'.
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@Rob_Percival_
Rob Percival
2 years
I'm personally not convinced that a misogynistic, vegan baiting, climate denying, uber-rich, tired and stale, petrolhead television personality is the ambassador the farming community really needs... 🤷‍♂️
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@Rob_Percival_
Rob Percival
3 months
importing soya from Latin America to feed to British pigs bred in cages only to export their meat to Vietnam is the dumbass state of our food system
@FarmersWeekly
Farmers Weekly
3 months
🥓 UK pork has been granted market access to Vietnam for the first time in a new deal estimated to be worth £12m to the sector during the first five years alone. READ MORE:
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@Rob_Percival_
Rob Percival
2 years
Controversial opinion: some of the new plant-based cheeses coming on the market taste better than the dairy cheese products they're competing with.
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@Rob_Percival_
Rob Percival
1 year
Unpopular opinion #1 : It's true, plant-based diets are typically associated with reduced land-use and lower GHG emissions. Going vegan can markedly reduce your environmental impacts as an individual, compared to the average diet.
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@Rob_Percival_
Rob Percival
2 years
So-called ethical omnivores be responding to this with yelps and screams, more affronted by a plant-based steak than the actual abuse of millions of animals on factory farms. Nice one guys.
@GeorgeMonbiot
George Monbiot
2 years
Last night I ate my first 3-D constructed steak, made entirely from plants, at the great Chouchou restaurant in Stockholm. It's astonishing. The texture's exactly right and the taste is excellent. This is *before* we have precision fermented proteins, encapsulated fats and heme.
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@Rob_Percival_
Rob Percival
2 years
I spent the past few days at a global meat industry summit, where I was invited to speak - advising the industry on how it might 'improve its public image' in light of criticism from vegan and environmental groups (!!) It was surreal, and a little disturbing... 🧵
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@Rob_Percival_
Rob Percival
1 year
The oil industry is funding a research collaboration with cattle ranchers operating in deforested areas of the Amazon to increase soil carbon stocks in pasture claiming this as a 'climate solution' and the greenwash is so brazen it makes my head SPIN.
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@Rob_Percival_
Rob Percival
1 year
There's a myth doing the rounds that livestock don't really contribute globally to the climate crisis (at least not to a meaningful degree) and that discussion of agricultural emissions is a ploy to distract from fossil fuels. Here's why that's dangerous nonsense - 🧵
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@Rob_Percival_
Rob Percival
3 years
I spent the day with a major chicken business discussing their 2030 sustainability strategy. "We think we probably need to stop selling dead animals," they told me. "One way or another, it feels like the future is kill-free." Extraordinary.
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@Rob_Percival_
Rob Percival
1 year
Absolutely devoured this book. I suspect it might cause quite a stir... Published 29 June by @csmaje with @chelseagreen . Get your pre-orders in!
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@Rob_Percival_
Rob Percival
3 years
This is an odd question. A better phrasing might be: 'How much meat would the UK produce if we phased out intensive production and employed agroecology?' The answer would be: much less chicken and pork, somewhat less beef, roughly the same lamb.
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@Rob_Percival_
Rob Percival
2 years
Avian influenza was born in an intensive poultry unit and like a vengeful cannibal spirit is now flitting from farm to farm, devouring bird populations, mutating and waiting for a human-transmissible strain to emerge, and then it will be our turn.
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@Rob_Percival_
Rob Percival
1 year
One in four Brits is willing to limit meat and dairy intake to two or three meals a week in response to the climate crisis. That's a quarter of the population willing to eat ~80% less than the national average.
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@Rob_Percival_
Rob Percival
2 years
“We need to be concerned about what is happening to biodiversity below the ground in order to protect the biodiversity that we see above ground.”
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@Rob_Percival_
Rob Percival
5 years
If the UK went 100% organic, more than 1.3 million tonnes of carbon would be sequestered in UK soils each year - the equivalent of taking 1 million cars off the road. #ClimateCrisis #ChooseOrganic #ChooseAgroecology #ClimateStrike @SoilAssociation
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@Rob_Percival_
Rob Percival
3 years
Approx 80% of the fossil fuel fertilisers used in Europe are applied to feed crops for animals housed in intensive systems. Just saying.
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@Rob_Percival_
Rob Percival
1 year
“Cramming animals together in factory farms in not only totally inhumane, it’s creating the perfect place for bird flu and other viruses to spread and mutate into more dangerous strains.” Truth.
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@Rob_Percival_
Rob Percival
2 years
“When I was young, this was all forest. We hunted in the forest, we fished, we extracted honey and medicinal plants. And now? The forest is gone. There’s only soy.” The UK poultry industry is exploiting indigenous peoples in Paraguay. Via @Global_Witness
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@Rob_Percival_
Rob Percival
1 year
It's not a war on ultra-processed foods - it's a war against the corporate capture of the food system and the destruction of indigenous food cultures by commercial actors profiting from an epidemic of dietary ill-health. UPF simply mark the front line.
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@Rob_Percival_
Rob Percival
2 years
A 13% cut in the EU’s pig and poultry meat production would be enough to offset this loss of Ukrainian grain export, reducing food insecurity in developing countries. Just sayin. 🤷‍♂️
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@Rob_Percival_
Rob Percival
1 year
This study finds that organic-style agroecological farming could feed a whopping *14 billion people* on existing global farmland - without fossil fuel-based fertilisers, and avoiding further 'agricultural sprawl'. 🤯
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@Rob_Percival_
Rob Percival
1 year
Industrial chicken farming might be the most ecologically damaging and ethically bankrupt business in Britain today. Quite an accolade.
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@Rob_Percival_
Rob Percival
4 months
'Carnivore' bro now eats avocados and pineapples for lunch (because too much meat made him sick) while selling ultra-processed powders on the internet, just like his palaeolithic ancestors.
@paulsaladinomd
Paul Saladino, MD
4 months
BIG NEWS! I just launched my own protein powder… I’ve been vocal about how awful mainstream protein powders are for years. They contain harmful ingredients like gums, lecithins, artificial sweeteners, flavors, fillers, binders and overly processed forms of protein. But people
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@Rob_Percival_
Rob Percival
2 years
This is a little of what I said. Nothing very insightful, just saying what no one else had (impending ecological collapse, etc etc.)
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@Rob_Percival_
Rob Percival
1 year
Institutions will continue to divest from meat and dairy as long as factory farming and unsustainable diets are the norm. Good. Best solution is to end industrial animal exploitation and align diets accordingly.
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@Rob_Percival_
Rob Percival
2 years
I've said it before and I'll say it again. Legal action can and should be taken against UK cabinet ministers for their catastrophic failure to address the climate crisis. Now senior civil servants are warning that such action might be on the horizon. Good.
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@Rob_Percival_
Rob Percival
1 year
No. As the ecological crisis escalates and industrial animal exploitation hastenes our collective demise, it's inevitable that growing numbers of people will turn to veganism. (Regardless of how the plant-based market performs.)
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@Rob_Percival_
Rob Percival
1 year
The World Health Organization has affirmed that artificial sweeteners are ineffective in driving weight loss and may have damaging side effects, validating the @SoilAssociation view that the 'sugar tax' should be extended to include all sweetened drinks.
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@Rob_Percival_
Rob Percival
2 years
I don't really have a grand conclusion, beyond the fact that these were mostly nice and well meaning people, trapped in a bubble that seemed void of any sense of urgency or real concern about animal welfare and ecological breakdown.
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@Rob_Percival_
Rob Percival
1 year
"It’s a hard, unpalatable, disorienting truth: if we’re serious about avoiding the worst of the climate crisis, people – particularly those who live in wealthier nations – need to consume fewer animal products." Lots to unpick. But entirely true.
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@Rob_Percival_
Rob Percival
1 year
NOVA classification was conceived in Latin America in response to the corporate capture of indigenous food cultures and local culinary traditions by profit-hungry multinationals originating in the Global North. Critics of the UPF concept want you to forget this - 🧵
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@Rob_Percival_
Rob Percival
1 year
MEGA new report from @wwf_uk finds that adopting healthy, sustainable diets could deliver a 36% reduction in GHGs and a 20% reduction in biodiversity loss compared to the average UK diet today - while also supporting a transition to agroecology and regenerative farming. 🥳
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@Rob_Percival_
Rob Percival
1 year
"Rewilding projects and agricultural production do not need to exist in isolation. There are numerous examples from across the UK where they co-exist synergistically to create a natural and productive ecosystem." Yes, more of this please.
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@Rob_Percival_
Rob Percival
1 year
The British Nutrition Foundation is urging the UK Government NOT to take action on ultra-processed foods, citing baked beans as an example of a 'healthy UPF' - Here's why they're wrong - a thread on the humble baked bean...🧵
@ellapickover
Ella Pickover
1 year
. @NutritionOrgUK has issued a statement about beans on toast (the popular dish, not the folk singer). The featured image on my @PA story (below) helped me decide my lunch choice.
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@Rob_Percival_
Rob Percival
1 year
"More than 80% of the processed food sold in Britain is considered unsafe for marketing to children by the World Health Organization." Insane right? Our kids are swamped from birth with industrial confections masquerading as food, a sticky deluge of UPF.
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@Rob_Percival_
Rob Percival
2 years
with respect to the climate and nature crises, utterly clueless. I didn't arrive with high expectations, but I was unnerved by their complacency. The overriding concern was market growth - growth, growth, growth - with 'sustainability' an issue on the periphery.
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@Rob_Percival_
Rob Percival
1 year
The UK Government convened an expert panel to advise on mitigation strategies for avian influenza. Bizarrely, the panel omitted to consider 'less industrial chicken farming' as part of the solution. Why isn't this on the table for discussion?
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@Rob_Percival_
Rob Percival
3 years
"The majority of all the world’s cropland is used to feed livestock, rather than people." Let's start by fixing this. We should be producing food not feed.
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@Rob_Percival_
Rob Percival
3 years
EYEBROW RAISING STUFF The Meat Paradox is published today across the UK and US. Thank you to everyone who helped make it happen. x
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@Rob_Percival_
Rob Percival
6 months
NEW: analysis by @SoilAssociation shows UK poultry populations rising at a rate of *one million birds per month*, EVERY month, for the past ten years. 🤯 Enough already. Please sign our petition:
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@Rob_Percival_
Rob Percival
2 years
An NHS 'healthy eating' app is promoting ultra-processed junk food to families - energy drinks, crisps and instant noodles among the UPF products receiving a government endorsement. Insane! New @SoilAssociation investigation -
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@Rob_Percival_
Rob Percival
5 years
A third of children don't know where pork comes from and one in 10 think eggs are laid by cows. All children should visit a farm while they're at school, following the example of @SAfoodforlife @SoilAssociation
@FarmingUK
FarmingUK
5 years
New research exploring the culinary knowledge of Britain’s children has revealed some surprising gaps...
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@Rob_Percival_
Rob Percival
1 year
I'm MASSIVELY dubious of the claim that "the decline in sales of these products is [because] the general public are arriving at a more nuanced position on meat production processes". Completely unfounded. We're a nation fed on factory farmed chicken.
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@Rob_Percival_
Rob Percival
1 year
It would appear that lobbying from British Egg Industry Council and British Poultry Council has contributed to the regulatory approach to river health being watered down. The quicker we abolish the intensive chicken industry the better.
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@Rob_Percival_
Rob Percival
5 years
New research: organically farmed soils emit 40% less greenhouse gases per hectare than conventionally farmed soils. #AgBill must support #agroecology #organic @UKSustain @SoilAssociation
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@Rob_Percival_
Rob Percival
2 years
Cargill - the largest privately held company in the US, a family with more billionaires than any other, wealth generated off the back of a repetitive pattern of deception and destruction, purported indigenous rights abuses, and countless ecological crimes...
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@Rob_Percival_
Rob Percival
5 years
“We must change the way we farm and eat. Our diets must align with what the planet can sustain. Farming must be based on conserving soils and storing carbon whilst producing nutritious food.” @SoilAssociation comment on the #StateofNature report.
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@Rob_Percival_
Rob Percival
1 year
"UPF consumption is not driven by indolence or greed, but poverty, intensive marketing and foods designed to make us keep eating - blame business, not consumers." YES! Focus on the UPF system, not the individual.
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@Rob_Percival_
Rob Percival
3 years
"Urgently important and compulsively readable - a search not only for our relationship with meat, but our relationship with ourselves." Charles Foster THE MEAT PARADOX will be published 03/03/22. I can't wait.🥳🥳🥳 UK/US pre-orders are now available:
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@Rob_Percival_
Rob Percival
9 months
Things COP28 should be saying: End fossil fuels. Stop corporate capture. Curtail agrochemical intensification. No more industrial livestock. Embed food systems in social justice, equity, & diversity. Embrace agroecology. Regenerate nature. Eat more plants.
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@Rob_Percival_
Rob Percival
4 years
The true cost of cheap chicken.
@StaLuziaEsteio
𝙎𝙇𝙀 𝘼𝙂𝙍𝙊 🇧🇷
4 years
The greatest spectacle on Earth: the harvest in Mato Grosso State. #Agro doesn’t stop #AgroN ãoPara #Brazil 🇧🇷
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@Rob_Percival_
Rob Percival
1 year
'Agroecology has the potential to tackle major planetary challenges, including climate change, food insecurity, biodiversity loss, and ecosystem degradation.' Check out this new evidence review - agroecology for food system transformation 👇
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@Rob_Percival_
Rob Percival
1 year
I read this report so you don't have to. ☠️ Loathe as I am to share content from these guys, the report neatly illustrates how fossil fuel interests are seeking to exploit tensions around meat and dairy to stymie climate action. A thread -
@GWPF_org
The Global Warming Policy Foundation
1 year
🚨A new report published by the Global Warming Policy Foundation warns that imposing radical decarbonisation targets on the agricultural sector is a serious risk to food security and could have highly damaging effects. Read more 🔗
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@Rob_Percival_
Rob Percival
2 years
A cabal of 35 lobbyists working on behalf of Big Meat has been at COP27 this week, no doubt arguing that our collective carnivory need not be curbed. Serpents in service of corporate gain and climate collapse.
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@Rob_Percival_
Rob Percival
2 years
"As soon as I was strong enough to chop their neck" - he put down his champaign flute - "he had me kill the birds." How was it? I asked. "It was awful. So upsetting." And do you eat meat? "Oh, I love meat. Love it." Misty eyed, he started forking squid into his mouth.
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@Rob_Percival_
Rob Percival
4 years
'The carbon footprint of Brazilian beef produced on former rainforest is in the region of 700 kg CO2 per kg... This is at least 14 times higher than beef produced in the UK and more than twenty times higher than UK organic beef.'
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@Rob_Percival_
Rob Percival
5 years
In the UK/EU, we each consume 61kg of soy per year in the form of chicken, pork, salmon, cheese, milk and eggs. ~50% comes from South America, primarily Brazil and Argentina. Want to help put out the fires in the #Amazon ? Choose organic and grass-fed. Eat less and better meat.
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@Rob_Percival_
Rob Percival
2 years
"Well, when I was in the slaughterhouse it certainly *felt* like murder." The session ended rather abruptly - no time for us to unpick the murder question, alas. We were ushered to a drinks reception on a sun-drenched balcony.
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@Rob_Percival_
Rob Percival
9 months
Was this report written by the meat industry? It maps out climate mitigation options for livestock systems - great! But it assumes that global meat and dairy consumption will inevitably INCREASE by 20% by 2050. This is bullshit. 🧵
@FAOLivestock
FAO Livestock
9 months
🚨 OUT NOW 🚨 Pathways towards lower emissions - A global assessment of the greenhouse gas emissions and mitigation options from livestock agrifood systems 🐄🌎🌾📊 ➡️ #COP28 #AgriFoodPavilion #ClimateAction
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@Rob_Percival_
Rob Percival
4 years
We need to eat less and better meat. Much less. Much better. Veganuary is not the problem. Vegans are not the problem. Intensive animal farming is the problem.
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@Rob_Percival_
Rob Percival
2 years
The average UK citizen consumes 1.6g of organic beef per day, compared to 99g of factory farmed chicken. Put another way, organic beef makes up 0.45% of the meat consumed daily in the UK. I'm just not convinced this the most pressing ecological issue in our food system?
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@Rob_Percival_
Rob Percival
2 years
But I guess we're all in a bubble, to some degree. Here's a recent blog I wrote about that BTW.
@Rob_Percival_
Rob Percival
2 years
Should we all go vegan? Is lab-grown meat the answer? Are grazing animals the hero or the villain? My blog for @UKSustain looks at competing 'meat narratives' and the challenge of building consensus in a seemingly polarised debate. 👇
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@Rob_Percival_
Rob Percival
2 years
The scientists touting genome editing as a solution to bird flu don't know which genes to target, can't say it will work, and have no idea long it might take to develop a bird. I told @BBCFarmingToday that the priority should be to end factory farming.
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@Rob_Percival_
Rob Percival
10 months
This study didn't show that "some ultra-processed foods are good for your health", it found that in the context of an ultra-processed diet, industrially processed bread/cereals (a source of fibre) can attenuate some of the harm caused by UPF overall. 🧵
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@Rob_Percival_
Rob Percival
5 years
"Farming vs Nature is a false dichotomy. Agroecology can preserve nature and build healthy, carbon rich soils. We should be incorporating trees onto farms, instead of seeing trees and farming in competition.” @SoilAssociation comment on #ApocalypseCow
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@Rob_Percival_
Rob Percival
2 years
It wasn't the only dissonant moment. The keynote presentation addressed global pork markets - the live hog trade, piglet prices, the growth of industrial production in China - all illustrated with images of young pigs frolicking in a bucolic, golden field. Pure humane-washing.
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@Rob_Percival_
Rob Percival
5 months
Good to see the FAO's sham livestock emissions report scrutinised. Unpopular as the truth may be, dietary change towards less/better meat has the potential to deliver *significant* GHG savings from the food system, as part of a wider packet of reform.
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@Rob_Percival_
Rob Percival
1 year
This will be met with howls of outrage from the denial merchants arguing against dietary change, but it should be seen as a victory in the fight to hold government to account, setting a precedent that reaches across departments. Bravo @feedbackorg ! 💪
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@Rob_Percival_
Rob Percival
3 years
"Agroecological practices such as agroforestry, intercropping, rotational grazing, organic manuring, and integrating livestock with cropping can also considered 'nature-based solutions' which contribute to mitigation and adaptation." From @IPCC_CH yesterday🙌 @SoilAssociation
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@Rob_Percival_
Rob Percival
3 years
"We urgently need to change our diet, pursuing a transition from intensive livestock to agroecological and organic systems which are more nature friendly and among the solutions to the climate crisis." @SoilAssociation comment on today's #IPCC report.
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@Rob_Percival_
Rob Percival
5 years
(6) Conclusion: UK diets need to change, but 'giving up beef' is a false solution to the #ClimateCrisis . We urgently need to eat less meat, but the priority should be less grain-fed poultry/pork, with diets re-focussed on grass-fed and organic meat along with more plant proteins.
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@Rob_Percival_
Rob Percival
2 years
Cargill - one of the world's largest grain/soy traders, and among the largest meat processors in the US - would like a more 'balanced' conversation about meat.
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@Rob_Percival_
Rob Percival
7 months
"Farmers who back environmental payments say they feel 'intimidated' to speak out, fearing a backlash from colleagues." Respect to those progressive voices who continue to speak up.
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@Rob_Percival_
Rob Percival
7 months
Yep, behind the 'No Farmers, No Food' campaign is an unsavoury cocktail of climate science denial and conspiracy theory spin - a network of grifters who care more about social media 'likes' than the plight of British farmers.
@DeSmog
DeSmog
7 months
🔴Revealed: The climate denial network behind the 'No Farmers, No Food' campaign ✍️by @ClareCarlile @AdamBarnett13 & @CookePhoebe
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@Rob_Percival_
Rob Percival
1 year
Actually, the prevalence of ultra-processed bread in the UK diet is of significant concern. Not least because UPF bread is symbiotic with factory farmed chicken - yes, really. Thread.
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@Rob_Percival_
Rob Percival
2 years
From the new IPCC report: "Semi-natural pastures grazed by ruminants can support biodiversity... while grazing on marginal land and the use of crop residues and food waste can provide human-edible food with lower demands for cropland."
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@Rob_Percival_
Rob Percival
5 years
Food is the forgotten medicine. I'll be on @BBCr4today talking hospital food - arguing for fresh preparation over pre-packaged junk, and for NHS investment in UK, sustainable and organic produce. @SAfoodforlife @SoilAssociation
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@Rob_Percival_
Rob Percival
9 months
Regenerative farming is credible as a climate solution, but only if fewer animals are farmed on less land and people eat less meat and dairy globally. (Much less.) This shouldn't be controversial.
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@Rob_Percival_
Rob Percival
2 years
Time to admit that our carnivorous appetite is one of the most dangerous forces on the planet.
@guardianopinion
Guardian Opinion
2 years
Bird flu is a huge problem now – but we’re just one mutation away from it getting much worse | Devi Sridhar
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@Rob_Percival_
Rob Percival
5 years
“Soil is critically important – humanity depends on it. We urgently need to move to farming systems that improve soil health and protect wildlife, such as agroforestry and extensive grass-based systems. @SoilAssociation comment on the upcoming IPCC report
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@Rob_Percival_
Rob Percival
1 year
"In centuries past plant proteins were staples of the British diet. Fava beans, marrowfat peas and large blue peas formed part of our national cuisine, as roast beef and chicken nuggets do today." My piece in @BigIssue to mark this year's Earth Day. 👇
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@Rob_Percival_
Rob Percival
3 years
"Ultra-processed vegetarian or vegan foods have an aura, a halo of health," says Dr Giles Yeo, obesity expert at University of Cambridge. "I think they are ultra-processed foods with very good PR."
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@Rob_Percival_
Rob Percival
1 year
No, you shouldn't feel 'guilty' or 'ashamed' for eating ultra-processed foods. You should feel *angry* that the food system has become so stacked with unhealthy choices. I spoke to the Medical Minefield podcast with UPF mega-fans @EveSimmns & @ggkuhnle
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@Rob_Percival_
Rob Percival
2 years
“There has been polarisation between those who produce food and those who advocate rewilding. It’s presented as a binary choice, which isn’t quite right.” Yep, we need ecological regeneration across a spectrum of land-uses, not 'rewilding vs farming'.
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@Rob_Percival_
Rob Percival
1 year
lol, the Daily Mail is apparently *furious* with me for observing that baby food manufacturers are conning parents and undermining child health by aggressively marketing ultra-processed snacks and pouches. Good to know whose side they're on.🤷‍♂️
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@Rob_Percival_
Rob Percival
2 years
Indigenous peoples are being murdered and torn from their land so that soya sprayed with a soup of toxic pesticides can be imported to Britain and fed to deformed birds housed in industrial units, all to satisfy our deranged appetite for chicken fucking nuggets.
@earthsight
Earthsight
2 years
Our latest report uncovers how @kfc and major UK supermarkets, including @sainsburys , @AldiUK , @IcelandFoods are selling products linked to brutal indigenous rights violations in 🇧🇷 Covered in the @Independent by @JournoJane
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@Rob_Percival_
Rob Percival
2 years
@GHGGuru Bravo, a partially shaded abject hellscape.
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