This article was written by Jessica Scott-Reid and was published in the Toronto Star on January 4, 2026.
JESSICA SCOTTREID JESSICA SCOTTREID IS A CANADIAN JOURNALIST AND ANIMAL ADVOCATE. SHE IS THE CULTURE AND DISINFORMATION CORRE
You may have heard that veganism is dead, and that eating meat — so much meat — is back.
According to some news outlets and online influencers, the plantbased diet has fallen out of popularity in favour of more meatheavy trends like the carnivore diet. Don’t fall for it, especially this Veganuary: the time when people are encouraged to give animalfree diets a go, for the planet, the animals and public health.
While plantbased brands including Beyond Meat have been facing slumping sales, and Yves Veggie Cuisine is no more, these developments do not reflect genuine consumer rejection, but rather years of coordinated efforts shaped by meat industry influence, political power and online disinformation. And regardless of fleeting food trends, the science remains clear: Western countries eat too much meat, raising risks of heart disease and some cancers, while also killing the planet. Cutting back is crucial to meeting climate goals, no matter what the meat industry claims about the supposed ecobenefits of grassfed beef. Because as hundreds of billions of animals continue to be massbred, confined to factory farms and killed along speeding disassembly lines in Canada each year, the science — and the consequences — haven’t changed.
Animal agriculture groups are among the most active and influential lobbyists in Ottawa and Washington. Organizations like Dairy Farmers of Canada, Chicken Farmers of Canada and the Canadian Cattle Association maintain permanent lobbying operations and frequent contact with federal officials, supported by large budgets and coordinated national strategies. In the U.S., meat industry lobbyists spent an estimated $5.5 million in Washington to influence federal policy. And a 2023 Stanford analysis found that from 2014 to 2020, American meat and dairy interests in the U.S. received roughly 800 times more public funding and wielded 190 times more lobbying power than plantbased and cultivated meat combined. The imbalance of power and influence is stark.
At the same time, the meat industry has worked hard to turn the public off of meat alternatives and plantbased eating. Early 2020 disinformation campaigns portraying plantbased and cultivated meats as “ultraprocessed,” “unnatural” and “synthetic,” planted seeds that would grow and align neatly with narratives pushed today by figures like Robert F. Kennedy Jr. and the Make America Healthy Again movement. That messaging is that animal meat is inherently “natural,” wholesome and healthy.
This has grown into full culturewar rhetoric, with online “meatfluencers” — some funded and trained by the meat industry — portraying plantbased diets as leftist, elitist, radical and “woke,” while promoting meatheavy diets as not only healthy, but an act of defiance, strength and even patriotism.
But casting doubt on alternatives is only part of the strategy; the other is a fullscale effort to greenwash meat itself. Through massive marketing budgets and funded research, meat producers have promoted ideas like “regenerative” or “climatefriendly” meat — claims that are increasingly disputed by climate scientists. This year, mega meat producers JBS and Tyson were both forced to reckon with misleading climate claims, with JBS paying a $1.1million (U.S.) settlement over its “netzero” marketing and Tyson removing “climatesmart” labels from its beef following legal and regulatory pressure. Regardless of whether meat is regenerative, pastureraised or grassfed, its production cannot magically or meaningfully offset emissions produced by largescale animal farming.
The result of all of this manoeuvring is not a natural market correction, but a narrative carefully shaped to protect an industry whose business model depends on keeping meat at the centre of our tables, no matter the cost to health, animals or the climate. This Veganuary, don’t confuse manufactured backlash with scientific fact. Cutting back our consumption of animal products was never a trend, it’s a necessity.