PR Campaign Linked to Backlash Against Landmark Plant-Based Diet Study, Leaked Document Reveals

A leaked document revealed that a coordinated PR campaign, funded by animal agriculture interests, may have fueled the backlash against the influential EAT-Lancet Commission report. The study, published in 2019, recommended a shift towards plant-based diets to combat climate change. The PR firm Red Flag, representing the Animal Agriculture Alliance, orchestrated opposition, portraying the report as radical and hypocritical. Nearly half of the articles published about the study included campaign messages and quotes, sparking social media debates and negative posts.



The backlash had personal consequences for the researchers, with one senior researcher stating that he couldn't lead any studies in the year following the report. Despite this, the EAT-Lancet report remains one of the most cited scientific studies on food systems, influencing over 600 policy documents globally. A second report is due later this year, and researchers hope it will foster a more constructive debate on plant-based diets.