Editor's Comment

The golden rule with most campaigns is that you need to pick a subject that you know you stand a good chance of winning.

Clearly, Friends of the Earth have followed this rule to the letter with their latest campaign, calling on people to cut meat consumption to three times a week.

The group claims this figure is backed by research from Oxford University, which it claims would cut premature deaths by 45,000 a year.

Great news. Of course, even better for Friends of the Earth is that the average consumption of meat is three times a week. So, job done guys. You can pack up and get back to stopping the Japanese from invading Wales. Or harpooning it.

So, in terms of pointless campaigns, not to mention rehashing old news, Friends of the Earth must be in the running for some sort of title on that one.

On a more serious note, the campaign is one of many which has shown a shift in tactics among the environmental pressure groups. It's clear they're moving away from calling for us all to ditch the beef and tuck into some carrots as let's face it, no-one really wants to give up a nice steak for a side salad and some tofu.

So we're back to the earlier point - winnable campaigns. The pressure groups are now following a more softly softly, let's wean people off meat slowly with a little bit more of the carrot, and a little less of the stick.

It's something we all need to be on our toes to tackle, as if we simply ignore it, much as we'd like to, we could run the risk of some of these groups gaining traction.

On another matter I'd like to offer my congratulations to Carsten Jackobsen and the rest of the BDCI organising team the recent dinner proved to be a roaring success and much fun was had by all.

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