Misleading promotional advertising and media messages will result in misinformed food choices. Following recent media campaigns the National Sheep Association (NSA) is highlighting the risk this poses to the UK livestock sector believing further that these messages can create confusion undermining the public understanding of sustainable food production systems employed in the UK.   
 
Recent promotional literature from Waitrose has suggested that customers can reduce their carbon footprint by eating pork rather than lamb, and Sainsburys is encouraging customers to eke out high quality British red meat by replacing it with lentils.

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