We need your views

Another week, another broadside attack on the meat industry's environmental credentials. I'd like to be able to say, "Ho-hum, yet another". But unfortunately, to ignore or downplay the situation is akin to taking up the fiddle while the flames get higher.

I'm beginning to lose track of how many times I've said this, but the industry must get to grips with this debate and, instead of just talking about things to do, start implementing clear plans to tackle some of the criticism hurled at it. The environmental debate is no longer in danger of being hijacked by vegeterians; they're barricading the doors and starting to shoot the hostages.

And what is the response from industry? Not a lot. Something about a roadmap? At the risk of being facetious, I think we may be beyond the stage of needing a map. Perhaps satellite navigation will help! I am fed up of being told the roadmap is coming. It has been under development for quite some time, but still nothing. The longer we delay, the worse the situation will get. So please, for the sake of the industry, let's publish the damn map and then perhaps we can start to move forward and tackle some of these claims.

The WWF has invited industry to engage with it so why not? What are we waiting for? The longer we sit, the more the flow of anti-meat-eating sentiment will grow. And with respected voices like Lord Stern coming into the fray, we cannot afford to wait any longer.

On a totally different note, MTJ will be running a reader research survey throughout November on www.meatinfo.co.uk to get your views on the magazine and the website. We want to collate these, so that we can continue to build on the strengths of the UK's leading meat industry magazine. So please, use the website to let us know your thoughts.

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