– In Gilde’s advertising campaign they write that “moderate amounts of red meat are important for health.” That is not true at all, and is outright misinformation.
This is what political deputy leader Frøya Skjold Sjursæther in Grønn ungdom told Nettavisen.
She lets herself be fired up by the information Gilde gives about red meat on her website. “Moderate amounts of red meat are important for health,” says Gilde’s online article.
– The Directorate of Health recommends that we cut our meat consumption, points out Sjursæther in Grønn ungdom.
She points to Gilde writing that “there are good reasons behind it when the Directorate of Health says that moderate amounts of red meat can also be part of a healthy diet.”
– This is not direct misinformation, but here Gilde avoids saying that the Directorate of Health actually recommends us to strongly moderate our meat consumption.
– Here, Gilde is turning the tables on the Diet Council in order to be able to sell more of its own products. It is a new low, even for the meat industry, she believes.
If you run the article through the web engine Wayback Machine, which can display earlier versions of edited websites, you see that Gilde has recently changed the title of the article. Previously, it was called “Red meat is important for health.”
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This is what the authorities say
Nettavisen has asked the Directorate of Health, which is responsible for the Norwegian dietary advice, whether it is true that moderate amounts of red meat are important for health, as Gilde writes.
– That statement must be at Gilde’s own expense, replies Linda Granlund, divisional director for public health and prevention. She adds:
– Red meat is not necessary to have a healthy diet and meet the need for nutrients. However, red meat can be a source of several important nutrients. Our recommendation states that moderate amounts of red meat can be included in an otherwise healthy and varied diet. Today, the recommendation is up to 500 grams.
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This is what the Directorate of Health writes about red meat on its websites:
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Limit the amount of red meat and processed red meat products to 500 grams per week. This corresponds to two to three dinners and some cold cuts. Red meat is meat from pigs, cattle, sheep and goats.
The Norwegian dietary advice will be updated during 2024, based on the new ones the Nordic Councils.
There it is recommended that you do not eat more than 350 grams of cooked red meat during a week. Red meat increases the risk of bowel cancer, according to the advice.
On the positive side, the Nordic councils highlight that red meat is a high-quality source of protein, iron and zinc.
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– She twists our intentions
Gilde’s owner company Nortura responds to the criticism from Grønn ungdom.
– Sjursæther accuses us of “twisting the diet”, but here we feel that she is twisting our campaign and our intentions. If Sjursæther reads our article on red meat and health in its entirety, she will see that we have a fact-based and nuanced approach to meat’s place in the diet, and we encourage you to follow the authorities’ dietary advice.
That’s what Guro Waage, head of nutrition at Nortura, says.
– What we want with this campaign is to highlight the nutritional benefits of pure red meat, as this is important information that is often drowned in what becomes an unvarnished and tabloid debate about the place of meat in the diet, adds Waage.
– The campaign is therefore our answer to the “either or” impression you can quickly get from the meat debate
When asked whether the advertisement has been changed, and according to the Wayback Machine last autumn the headline was “red meat is important for health”, communications advisor Marthine Haugen Petersen replies that this is an article several years old that has been adapted and reused.
She believes the headline was changed in 2022. Nettavisen has shown that the Wayback Machine believes the change came last year.
2024-03-03 16:40:55
#Butchers #Gilde #advertisement #red #meat
