The €1.5bn "Enjoy, it's from Europe" scheme — largely funded by the Common Agricultural Policy — emphasises the “authenticity, safety, sustainability and quality” of EU-farmed food and drinks. A new investigation, however, finds that the sustainability claims of the advertised produce are often misleading or false.

cross-posted from: https://lemmy.zip/post/53814898

The European Commission’s Enjoy, it’s from Europe programme has spent €1.5bn since 2017 on campaigns and events to “raise awareness of the efforts made by European farmers to produce quality products”, which frequently overstates the environmental benefits of eating meat and dairy.

A new DeSmog investigation, however, finds that the sustainability claims of the advertised produce are often misleading or false

Let’s Talk About Pork – a social media campaign running across Spain, France and Portugal – described emissions from pork-production as “absolutely fake”, while another falsely claimed that European poultry “helps preserve biodiversity”.

Meanwhile, a video-based campaign – which launched in October to promote European beef across Instagram, Facebook and TikTok – dubbed scientific claims about the environmental impact of livestock as “fake news”.

In 2025, the European Commission funded the campaigns “European Pork for a Greener World” and “Sustainable Beef” — the latter launched on World Environment Day — both designed to showcase livestock farming as a solution to climate and environmental challenges.