The 50by40 mission is very clear—to reduce the production and consumption of animal products by 50% by the year 2040. Their mission statement is full of buzzwords that are meant to confuse the public about animal agriculture, such as calling agriculture “unsustainable” and implying that modern agricultural practices are not humane. 50by40’s goal can be summed up into one sentence pulled directly from their mission statement:
“To convene and lead a global cross-sector stakeholder group to catalyze and augment efforts to achieve significant reductions in the most unsustainable forms of animal production and consumption through awareness raising, advocacy, and campaigning.”
Once the scare-tactic words are removed, the message and 50by40’s true intentions become clear. Their goal is to promote anti-animal agriculture groups, support the use of agricultural land for animals, and promote a vegan lifestyle.
The people involved with the 50by40 initiative are known anti-animal agriculture groups that have no qualms with misinforming the public to succeed with their agendas.
The 50by40 initiative is not a new goal but is now gaining more steam. Recently the groups behind it have started becoming more assertive, pushing their plan into action by publishing a website claiming to help the environment.
Answering Disinformation Statements with the Truth
Below are four claims made by 50by40.