Cows are clever but kangaroos and wallabies are doing it in high heels and backwards
“Beef cattle produce 12 times more methane than kangaroos per kilo of meat, so they have a much bigger impact on the environment,” Professor Wilson said. Source
While this graphic admirably attempts to shine a light on the often-overlooked virtues of livestock—turning food we can’t eat into protein—it somewhat misses the mark as a compelling piece of marketing. It’s a bit like trying to sell a car by saying, “It’s not a bicycle!” Yes, it’s technically true, but it’s not exactly the kind of rousing endorsement that wins over hearts and minds.
This blog post is part of a series on livestock industry marketing faux pas
The focus on how livestock make use of inedible materials, though an interesting fact, comes across as a bit defensive, as if the industry is constantly on trial, needing to justify its very existence. It’s as if livestock farming is nervously raising its hand in class to say, “But I’m useful, too!” Meanwhile, we could be highlighting the genuine, undeniable positives of animal agriculture—things like maintaining beautiful grasslands, sustaining rural communities, and producing some of the most nutritious food available.
This is a prime example of livestock marketing going udderly awry. The reality is, comparing livestock to, say, herbivorous marsupials with their impressively low methane emissions might just backfire. Instead of putting livestock on the back foot, why not put them in the spotlight for the right reasons? Rather than harping on about what they do with inedible crops, we could be championing the innovation and sustainability practices within the industry that are shaping a better future.
So, instead of trotting out charts that feel like they’re pleading the case, perhaps it’s time for a more confident narrative—one that celebrates the irreplaceable role of livestock in a sustainable food system. After all, the best defence is often a good offence, especially when you’ve got a story worth telling.
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