In October 2013, the Meatless Monday campaign celebrated its 10th anniversary. Knowing that this milestone would be met with increased media attention around the Meatless Monday movement, the Animal Agriculture Alliance wanted to learn more about the organizations participating. The Alliance is a national non-profit coalition based in Washington, D.C. whose mission is to monitor activist groups and other detractor organizations—like the Meatless Monday campaign—and engage proactively in those same spaces. In anticipation of the campaign’s 10th anniversary, the Alliance decided to individually survey each of the participating schools, restaurants and corporations listed on the campaign’s own website to find out why they participate in the program and what they’re seeing from consumers as a result of that participation. The results we uncovered led us to believe that Meatless Monday is not as popular as it would have you believe.
Background
Launched in 2003, Meatless Monday is a non-profit initiative based in the Center for a Livable Future (CLF) at the Johns Hopkins Bloomberg School of Public Health. Meatless Mondays is a campaign that seeks to eliminate meat from Americans’ meals one day a week.. The campaign, which is funded in large part by Helaine Lerner, promotes false claims about animal agriculture.
According to Meatless Monday’s website, the initiative is a global movement with a simple message: “once a week, cut the meat.” Its stated goal is “to reduce meat consumption by 15 percent for our personal health and the health of the planet.”
To read the rest of the story, please go to: Animal Agriculture Alliance/Beef Issues Quarterly
