Polish meat producers launch a wide social campaign to encourage people to eat more meat.
Joanna Najfeld reports
The consumption of meat in Poland has fallen drastically over the past 15 years and is currently much lower than the European average. In 1990s, an average Pole consumend about 50 kilograms of pork and 20 kilograms of beef annually. This is more or less what an average Europen eats nowadays. Poles, however, consume 20% less pork and 80% less beef that only 15 years ago.
This is partly because meat has a a bad PR. Media reports, which exaggerate concerns over meat quality, negatively stereotype the industry and make meat seem not healthy, complain producers and announce the launch of "Meat invigorates" campaign meant to convince Poles not to fear meat consumption.
Vegetarians have announced the launch of their protest against the meat promoting campaign. Tomasz Zieman, of the "Meat invigorates" campaign says vegeterians attack their campaign perhaps because they misunderstand the goals. "Meat invigorates" campaign does not deny the value of vegetables, or claim that people should switch to meat-only diet, he explains.
The bugdet of the campaign promoting meat is estimated at 6 million euro, half of it is expected to come from EU grants.