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A combination of miscalculated livestock emissions and ill-informed assumptions that cutting out red meat from people’s diets will stop global warming risks alienating farmers.

Achieving net zero in agriculture must not come at the expense of biodiversity loss or ’exporting’ our carbon emissions overseas.

Consumers think farmers are central to tackling climate change and boosting nature but many do not think the industry is doing enough.

Veganuary will be countered with a co-ordinated message using expert speakers and social media influencers to promote healthy meat-based meals and combat misinformation about the UK farming industry.