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Is Asda leading the way in honesty?

Like most consumers, supermarket price wars
leave you confused as to who really is the cheapest but Asda have trumped the
others with the launch of its new price guarantee website. It’s both a clever
initiative but also a gamble.

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Go green, eat the pet dog.

Seems some greens hate animals and see them as the cause of climate change. While Heather Mills promotes her extreme anti meat views, Rosie Boycott in the Evening Standard suggested we eat our pets to save the planet. She has a point, dogs do consume a lot of food, fart a lot, smell and bite postmen’s legs. So if you want to be green, throw Fido on the barbecue and put Snowball the cat in a curry.

Somehow I think this anti meat approach won’t win over many punters. So what you need is an easier target. Something not cuddly or sweet. And a few bits of science thrown in. What this amounts to is ‘black marketing’, the art of using marketing techniques to promote a hidden agenda.

Now many people may have picked up a small and fashionable trend at the moment to blame cows for global warming because of methane. Yep, these poor things make for an easy target as they can’t answer back and due to a lot of apathy tend not to protest their innocence. Unlike Land Rover Freelander drivers, who produce the same effect as a cow if they drive 30 miles a day from the suburbs to the city office. Never mind the fact that the facts are rarely a concern of those, like Mills, pushing a left wing vegan viewpoint, lets just demonise cows and suggest everyone eats rice. Well except rice, pulses, cabbage and a load of other vegetarian options aren’t good for the planet either as they produce methane too (I’ll avoid puns about hot air). Let me explain.

First you need to be aware that there is so much bull out there it’s hard to sort the facts from the farts. With so much spin and even distortion of science I ended up on science forums to find out he truth about methane, well as good as I can get.

The pitch, put by some, is that cows produce methane (CH4) which is 20 times worse than CO2. Not incorrect. There’s actually 220 times more CO2 than CH4 in the atmosphere and CO2 accounts for just 0.038% of the atmosphere (Wikipedia facts). What isn’t correct is The Vegan Society’s poster as it shows the rear of a cow – 95% of methane actually comes out of their mouth. Of course they aren’t the only animals who produce methane, so why not pick on camels, giraffes, gazelles, stags, water buffalos, yaks, elephants, gorillas, even Bambi, the list is endless. “Kill em all” I hear Mills shout.

Surely one of the biggest dangers to the world’s poor are those who are corrupting the real issues and pursuing their own personal, often distorted, agenda. Sometimes they are just misinformed, in some cases they are arrogantly after their own thing and exploiting fears over climate change. More dangerously, when the actions needed are put in the hands of politicians then we are almost guaranteed a disaster. In the Havas Global Media Study, only 11% of people thought politicians were doing enough. We’d probably be better off if they did nothing and left the better informed people to sort it out.

To quote from a real scientist, Dr Martin Hodson (Principal Lecturer in Environmental Biology at Oxford Brookes University) “Very few scientists nowadays deny the fact of climate change though high profile is often given to contrary opinions, which usually come, often obscurely, from vested interests.”

Of course the attack on meat eating falls down when you consider that a lot of cows aren’t used for meat but for pulling ploughs, carts and such like – in India the cow is sacred so never eaten. And who really pays if we do reduce meat eating? 75 per cent of animal methane emissions came from developing countries like India and Brazil. As if often the case, the wealthy middle classes preach policies that effect the poor most.

And another thought, eat less meat means you need to eat more veg, which is going to be grown where?

Lets pause for a short science fact break. Why do cows produce so much methane (though not as much as we’re led to believe)? Ryegrass is the answer. Feed them on crap grass they produce lots of methane, but on a better quality feed it reduces. Add garlic and it reduces more. Or fish oil. Park them in sheds and you can collect the methane as fuel. They are now even breading cows that produce less methane, so the problem isn’t hard to reduce. But so often the spin doctors focus on the problem not the real solution. It’s like suggesting the best way to stop teenage pregnancy is to stop people having sex when what you need is free contraception and education.

But what anti meat campaigners aren’t telling you is that the sea, rivers, volcanoes, mud flats, earth’s crust and rain forests, yep rain forests – almost everywhere you’ll find rotting vegetation produces masses of methane – produces masses of the stuff. It’s called nature. And rice padi fields produces almost 100m tonnes a year.

There’s another fact that’s conveniently ignored, methane breaks down in the atmosphere far faster than CO2.. Methane in the atmosphere is eventually oxidized, producing carbon dioxide and water. As a result, methane in the atmosphere has a half life of seven years.

And if collected, it makes a great fuel, so less reliance on unsustainable fuels. It’s an untapped resource, a natural gas.

There are solutions, a methane-consuming microorganism has been discovered that lives in geothermal areas. The bacterium could one day be used to reduce methane gas emissions from landfills and cut methane emissions from geothermal power stations.

Scientists in Scotland, the Rowett Research Institute in Aberdeen, have reduced CH4 from cows by70%.

According to the Centre for Global Food Issue, “New Beef Eco-Report: Pound-for-pound, beef produced with grains and growth hormones produces 40% less greenhouse gas emissions and saves two-thirds more land for nature compared to organic grass-fed beef.” More than 95% of beef produced in the United States is raised on grain-based diets but only accounts for 1.8% of total greenhouse gases produced in the United States

If we all stop eating meat it isn’t going to save the planet anymore than fitting a single low energy light bulb will. What we need is far more intelligent and dramatic action.

Of course this isn’t the first time greens have advocated eating less meat. For 25 years Stanley Owen Green (known as the Protein Man) walked up and down Oxford Street carrying a placard that advocated “Less Passion from Less Protein. Less Fish, Meat, Bird, Cheese Egg, Peas, Beans, Nuts and Sitting.” Green arguing that protein made people lustful and aggressive, his solution was “protein wisdom,” a low-protein diet for “better, kinder, happier people”. His booklet, ‘Eight Passion Proteins with Care’ sold 87,000 copies.

And if you thought that was odd ball, consider this – in 2003, the government of New Zealand proposed a flatulence tax. No surprise it was not adopted because of public protest.

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Why clients want to be part of the process not apart from it – the ethics of good business.

It was while I was researching my book Ethical Marketing & The New Consumer that I discovered a few interesting insights into how unethical some clients see agencies. Probably none too surprising if we are really honest with ourselves, though the outcomes will no doubt inflame a few.

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Green Awards

Yet another great night for the Green Awards, which seems to go from strength to strength year after year. This year they abandoned the old sit down for a more freestyle networking evening – brilliant! I so hate those stuffy dos where you sit at the Grosvenor eating crap food and drinking bad wine.

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Greenwash is now a criminal act, brands beware!

Neil Andrew of One Food took greenwash a bit to far when he falsely
claimed to be selling organic products (salmon). Now big brands beware, Andrew
has just got banged away in prison for 27 months. Seems Northamptonshire County
Council trading standards and the Food Standards Agency don’t mess about when
it comes to greenwash. Lying about your green credentials to sell things is
fraud. This is the first time someone’s gone to jail but it symbolises how
serious organisations are starting to take lying. So could all those greenwash
ads for cars, lagers, petrol and many other products results in a few more
company chairmen doing porridge?

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