6 FEED & ADDITIVE MAGAZINE February 2025 EUROPEAN LIVESTOCK VOICE: A UNIQUE INITIATIVE AT EU LEVEL TO TALK ABOUT LIVESTOCK FARMING Roxane Feller Chairwoman European Livestock Voice LEAD ARTICLE European Livestock Voice stands as a unique initiative in the European agricultural landscape, both in its structure and in its objectives. It emerged from a simple observation during the 2019 European elections when agriculture—and livestock farming in particular—became a central topic of political debate, often reduced to caricatural opinions and targeted by massive communication campaigns fuelled by the rise of so-called "alternative" food products. This observation revealed a glaring issue: sectoral associations representing and working on livestock-related matters were not adequately equipped to engage in these heated debates. In an environment where controversies and sensational images followed one after another at breakneck speed, media attention had already shifted to the next topic by the time a rational, fact-based response was formulated. This dynamic created controversy after controversy, and a distorted public image of European livestock farming, disconnected from the realities on the ground. Evolving debates around livestock farming further complicated matters, as discussions moved beyond technical and sector-specific issues to broader societal and cross-cutting questions about the role and value of livestock in a society increasingly detached from rural life. This shift disrupted the traditional singular focus approach of sectoral organisations, highlighting the need for a collective and coordinated response. In this context, European Livestock Voice was born as a collective reaction in Brussels, bringing together leading European sectoral associations working on livestock-related issues. Today, the coalition includes 14 associations spanning aquaculture, rabbit farming, animal health, and animal feed and more. Together, we pool our efforts to communicate about the practical realities of livestock farming in Europe. From the outset, we established clear principles and a method: to respond collectively, rather than in isolation, to major debates in Brussels. Our communication is grounded in agronomic, scientific, and economic facts, and we do not shy away from addressing difficult and sensitive issues head-on. We also strive to use more original and impactful communication tactics to better capture public and political attention. Over the past five years, European Livestock Voice has run numerous activities that have significantly contributed to raising awareness and shaping perceptions. We highlighted some of the challenges linked to the European Commission's Farm to Fork Strategy, demonstrating that certain targets could have severe consequences for livestock production and lead to relocation outside Europe without delivering genuine environmental benefits. We explained why the idea of a "meat tax" was misguided, and we campaigned against the misuse of traditional food product names for alternative products. We were among the first to share information about the realities of cellular meat production. We also highlighted the benefits and challenges of carbon farming and the reuse of livestock effluents. When the debate on the Industrial Emissions Directive emerged, we invited Commissioners and Members of the European Parliament (MEPs) to
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