The Animal Agriculture Alliance has unveiled a new campaign focused on meat and poultry, and the important role they play in a healthy, balanced diet. The Meat Matters initiative intends to counter the claims made by activist groups about the nutritional value of animal protein, as well as the sustainability of their production.

“We’ve heard a lot of concern over the years from our members about activists pushing the “Meatless Mondays” movement in their local schools and communities,” said Kay Johnson Smith, Alliance president and CEO. “This misleading movement is another tactic to eliminate consumer choice – the ability that we each have to determine the right food choices for ourselves and our families. Our new campaign will help consumers sort through the myths and misinformation to understand the true value of meat and protein in their diets.”

The Alliance has produced and maintained consumer-facing resources explaining the truth behind “Meatless Mondays” for nearly a decade, and the new Meat Matters materials take that content to a new level with eye-catching graphic design and easily digestible information.

Campaign materials include print and web infographics filled with facts and statistics about meat’s role in a healthy diet, a multitude of resources posted on the Alliance website, editorial pieces by third-party experts on nutrition and sustainability, and links to published, peer-reviewed research.

Consumers are also encouraged to take the Meat Matters pledge, which allows proud omnivores to announce their understanding of the nutritional value of meat and poultry to their social media connections. To take the pledge yourself, visit the website

“It’s easy to find celebrities and other public figures who are very public about their choice to follow vegetarian or vegan diets,” said Hannah Thompson, Alliance communications director. “Unfortunately, we don’t hear as much from meat-eaters, who make up the vast majority of the population. We want to help people feel confident about their choice to include meat and poultry in their diets, and hopefully the Meat Matters campaign will do just that.”