Chairwoman
European Livestock Voice
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 visit farms and engage directly with farmers, which ultimately contributed to a more balanced proposal. Our flash action in front of the European Commission when livestock farming was overlooked in the Agri-Outlook conference further demonstrated our commitment to ensuring the sector’s voice is heard.
Initially designed for and by the Brussels ecosystem, European Livestock Voice quickly garnered interest from national associations. As a result, we established national chapters from Portugal to Poland, creating a two-way communication channel: relaying information from the field to Brussels while fostering a better understanding of EU debates at national level. This approach has proven essential in bridging the gap between grassroots realities and high-level policy discussions.
As Ursula von der Leyen’s European Commission embarks on its second mandate, it is time to take stock and look ahead. Evaluating the impact of communications is always challenging, but there are clear signs that European Livestock Voice has made a difference. On several key proposals presented by the European Commission, our fact-based work has influenced perceptions and outcomes. For instance, our arguments on the Farm to Fork Strategy resonated with many MEPs, prompting them to take a more nuanced view. On the Industrial Emissions Directive, our efforts to bring policymakers to farms for direct exchanges with farmers led to a more balance in the discussions, better reflecting the realities of livestock farming.
Beyond this, the overall narrative around livestock farming in Brussels is changing. The current geopolitical context has underscored the importance of ensuring strategic autonomy in food, energy, and biomaterials. This shift has restored livestock farming’s importance in the political debate. The role of livestock was acknowledged in the strategic dialogue initiated by Ursula von der Leyen, aimed at overcoming the impasse of the top-down Farm to Fork approach. More recently, Agriculture Commissioner Christophe Hansen announced the development of a dedicated strategy for the future of European livestock—a development that European Livestock Voice will closely monitor to ensure a comprehensive understanding of its implications.
The renewed attention to livestock farming is further evidenced by the European Parliament’s decision to establish a new intergroup on sustainable livestock. This platform will bring together scientists, industry professionals, and policymakers for in-depth discussions on livestock-related issues ahead of parliamentary votes. European Livestock Voice fully supports this initiative and will actively participate in its activities.
As the new European Commission finalises its work programme, much remains uncertain. While we already know that key issues from the previous mandate will continue—such as animal welfare during transport and the economic impact of trade agreements like Mercosur—many aspects are still undefined. However, one thing is certain: livestock farming will remain a focal point, and there will be a constant need for dialogue, explanation, and engagement.
This is why European Livestock Voice will continue and will expand its initiatives. The importance of fostering informed debates and advocating for a balanced and fact-based understanding of livestock farming has never been greater. If you want to stay informed about livestock-related debates and engage with us, we invite you to follow us on our social media channels at @LivestockVoice. The conversation is far from over, and we are determined to keep the voice of European livestock heard.
