Rob Percival
@rob-percival.bsky.social
Author of 'The Meat Paradox'. Head of Food Policy at the Soil Association https://www.soilassociation.org/. Agroecology, Food Systems, Sustainable Diets. Views my own. http://linktr.ee/rob_percival_
Reposted by Rob Percival
🔥 The fertiliser industry is the new Big Oil.
Our new report, #ExhaustedEarth, names and shames the villains behind the nitrogen crisis whose fertilisers are fuelling climate chaos, polluting soils and waters, and pushing us far beyond the planet’s limits.
foodrise.org.uk/exhausted-ea... (1/5)
Our new report, #ExhaustedEarth, names and shames the villains behind the nitrogen crisis whose fertilisers are fuelling climate chaos, polluting soils and waters, and pushing us far beyond the planet’s limits.
foodrise.org.uk/exhausted-ea... (1/5)
December 3, 2025 at 10:53 AM
🔥 The fertiliser industry is the new Big Oil.
Our new report, #ExhaustedEarth, names and shames the villains behind the nitrogen crisis whose fertilisers are fuelling climate chaos, polluting soils and waters, and pushing us far beyond the planet’s limits.
foodrise.org.uk/exhausted-ea... (1/5)
Our new report, #ExhaustedEarth, names and shames the villains behind the nitrogen crisis whose fertilisers are fuelling climate chaos, polluting soils and waters, and pushing us far beyond the planet’s limits.
foodrise.org.uk/exhausted-ea... (1/5)
Reposted by Rob Percival
New Report! The top ten beef companies in the world have an outsized impact on climate and nature. In our report we found that meat companies are refusing to address the cow in the room: methane.
Read more ➡️ https://mightyearth.org/article/cow-in-the-room-big-meat/
Read more ➡️ https://mightyearth.org/article/cow-in-the-room-big-meat/
December 3, 2025 at 11:00 AM
New Report! The top ten beef companies in the world have an outsized impact on climate and nature. In our report we found that meat companies are refusing to address the cow in the room: methane.
Read more ➡️ https://mightyearth.org/article/cow-in-the-room-big-meat/
Read more ➡️ https://mightyearth.org/article/cow-in-the-room-big-meat/
Reposted by Rob Percival
vegans are so annoying tho
faunalytics.org/global-anima...
faunalytics.org/global-anima...
December 1, 2025 at 7:29 PM
vegans are so annoying tho
faunalytics.org/global-anima...
faunalytics.org/global-anima...
Reposted by Rob Percival
This is worth a read. The meat industry, as has been documented, is involved in all sorts of disinfo campaigns, including online posting and trolling.
Of course, take this person's identity with a grain of salt since it's reddit, but I have met people who do this.
www.reddit.com/r/AMA/commen...
Of course, take this person's identity with a grain of salt since it's reddit, but I have met people who do this.
www.reddit.com/r/AMA/commen...
November 28, 2025 at 9:49 PM
This is worth a read. The meat industry, as has been documented, is involved in all sorts of disinfo campaigns, including online posting and trolling.
Of course, take this person's identity with a grain of salt since it's reddit, but I have met people who do this.
www.reddit.com/r/AMA/commen...
Of course, take this person's identity with a grain of salt since it's reddit, but I have met people who do this.
www.reddit.com/r/AMA/commen...
My @thesoilassociation.bsky.social comment on the extension of the Soft Drinks Industry Levy -
(TDLR: we need to talk about sweeteners...)
(TDLR: we need to talk about sweeteners...)
November 25, 2025 at 6:19 PM
My @thesoilassociation.bsky.social comment on the extension of the Soft Drinks Industry Levy -
(TDLR: we need to talk about sweeteners...)
(TDLR: we need to talk about sweeteners...)
Reposted by Rob Percival
#COP30 has ended without recognising industrial #FoodSystems as a major driver of the climate crisis. Food is left out of the final deal.
“This is not failure. This is capture,” says our @rajpatel.org
Full statement: ipes-food.org/cop30-ends-w...
#COP30 #ClimateJustice #FoodSystems
“This is not failure. This is capture,” says our @rajpatel.org
Full statement: ipes-food.org/cop30-ends-w...
#COP30 #ClimateJustice #FoodSystems
November 22, 2025 at 10:14 PM
#COP30 has ended without recognising industrial #FoodSystems as a major driver of the climate crisis. Food is left out of the final deal.
“This is not failure. This is capture,” says our @rajpatel.org
Full statement: ipes-food.org/cop30-ends-w...
#COP30 #ClimateJustice #FoodSystems
“This is not failure. This is capture,” says our @rajpatel.org
Full statement: ipes-food.org/cop30-ends-w...
#COP30 #ClimateJustice #FoodSystems
Reposted by Rob Percival
Every now and then I remember that sponges are ANIMALS — that these seeming hybrids of plant and rock; these sessile, porous, tissue-and-organ-less barrels, tubes, and blobs are just as much an animal as a falcon, wolf, or shark — and marvel once more at the wonderful weirdness of life on Earth.
November 14, 2025 at 3:10 PM
Every now and then I remember that sponges are ANIMALS — that these seeming hybrids of plant and rock; these sessile, porous, tissue-and-organ-less barrels, tubes, and blobs are just as much an animal as a falcon, wolf, or shark — and marvel once more at the wonderful weirdness of life on Earth.
One in every 25 participants at this year’s COP is believed to be a fossil fuel lobbyist, and the true number is probably far higher. Mad.
www.theguardian.com/environment/...
www.theguardian.com/environment/...
Fossil fuel lobbyists outnumber all Cop30 delegations except Brazil, report says
One in every 25 participants at 2025 UN climate summit is a fossil fuel lobbyist, according to Kick Big Polluters Out
www.theguardian.com
November 14, 2025 at 7:32 AM
One in every 25 participants at this year’s COP is believed to be a fossil fuel lobbyist, and the true number is probably far higher. Mad.
www.theguardian.com/environment/...
www.theguardian.com/environment/...
Reposted by Rob Percival
NEW: As COP30 unfolds in Brazil and deadlines for mandatory climate reporting rules loom, major meat and dairy companies are still falling short on transparent and reliable reporting of their climate risk and GHG emissions. www.iatp.org/introducing-...
Major meat and dairy companies fall short in reporting their climate emissions
With COP30 underway in Belém, Brazil, global attention is turned toward national climate action. Few sectors of the economy sit more squarely at the crossroads of vulnerability and responsibility than...
www.iatp.org
November 12, 2025 at 6:22 PM
NEW: As COP30 unfolds in Brazil and deadlines for mandatory climate reporting rules loom, major meat and dairy companies are still falling short on transparent and reliable reporting of their climate risk and GHG emissions. www.iatp.org/introducing-...
JBS, the world's largest meat corporation, is leading a “food systems working group” at COP30 this week. Climate negotiations set to be buried in beef industry bullshit.
civileats.com/2025/11/12/a...
civileats.com/2025/11/12/a...
At COP30, Brazilian Meat Giant JBS Recommends Climate Policy
The world's biggest meat company, a major contributor to greenhouse gas emissions, is leading food-company efforts in global climate talks.
civileats.com
November 12, 2025 at 6:23 PM
JBS, the world's largest meat corporation, is leading a “food systems working group” at COP30 this week. Climate negotiations set to be buried in beef industry bullshit.
civileats.com/2025/11/12/a...
civileats.com/2025/11/12/a...
Reposted by Rob Percival
🔴 NEW: Intensive Livestock Farms Fail to Declare Climate Impacts in ‘Emissions Scandal’
Data by @sustainweb.org reveals how councils are giving green light to large-scale pig and poultry farms with patchy or non-existent climate data.
📝 @clarecarlile.bsky.social
www.desmog.com/2025/11/05/i...
Data by @sustainweb.org reveals how councils are giving green light to large-scale pig and poultry farms with patchy or non-existent climate data.
📝 @clarecarlile.bsky.social
www.desmog.com/2025/11/05/i...
Intensive Livestock Farms Fail to Declare Climate Impacts in ‘Emissions Scandal’
Plans for intensive livestock “megafarms” are omitting crucial climate impacts, it can be revealed. Campaigners last year celebrated a “beginning of the end” to polluting factory farming, after the la...
www.desmog.com
November 5, 2025 at 11:44 AM
🔴 NEW: Intensive Livestock Farms Fail to Declare Climate Impacts in ‘Emissions Scandal’
Data by @sustainweb.org reveals how councils are giving green light to large-scale pig and poultry farms with patchy or non-existent climate data.
📝 @clarecarlile.bsky.social
www.desmog.com/2025/11/05/i...
Data by @sustainweb.org reveals how councils are giving green light to large-scale pig and poultry farms with patchy or non-existent climate data.
📝 @clarecarlile.bsky.social
www.desmog.com/2025/11/05/i...
Reposted by Rob Percival
New research on the associations between ideological orientations & commitment to eating animal products, incl dairy, eggs, & fish, not just meat, across dietary groups, incl omnis, flexis, pescis, & veggies
Maria Ioannidou et al
www.sciencedirect.com/science/arti...
@gordonhodsonphd.bsky.social
Maria Ioannidou et al
www.sciencedirect.com/science/arti...
@gordonhodsonphd.bsky.social
November 4, 2025 at 6:58 AM
New research on the associations between ideological orientations & commitment to eating animal products, incl dairy, eggs, & fish, not just meat, across dietary groups, incl omnis, flexis, pescis, & veggies
Maria Ioannidou et al
www.sciencedirect.com/science/arti...
@gordonhodsonphd.bsky.social
Maria Ioannidou et al
www.sciencedirect.com/science/arti...
@gordonhodsonphd.bsky.social
Reposted by Rob Percival
In a new report released today by @insidetrackuk.bsky.social, UK food industry insiders expose how companies’ and supermarkets’ commercial strategies on #MeatAndDairy are at odds with their public commitments on health, sustainability and animal welfare.
www.thegrocer.co.uk/news/insider...
www.thegrocer.co.uk/news/insider...
Insider whistleblowers accuse industry of relentless drive towards cheap and processed meat
The report claims public heath and the UK's food security have been 'deprioritised' as supermarkets go in pursuit of sales of 'cheaper and more highly processed' meat and dairy products
www.thegrocer.co.uk
November 3, 2025 at 6:48 AM
In a new report released today by @insidetrackuk.bsky.social, UK food industry insiders expose how companies’ and supermarkets’ commercial strategies on #MeatAndDairy are at odds with their public commitments on health, sustainability and animal welfare.
www.thegrocer.co.uk/news/insider...
www.thegrocer.co.uk/news/insider...
Reposted by Rob Percival
Senior professionals have sounded the alarm.
Food industry commercial plans are in direct conflict with environmental, health & welfare goals.
Read the Insiders’ Guide to Meat & Dairy here: www.insidetrack.org.uk/meat-and-dairy
#MeatAndDairy
🚨
Food industry commercial plans are in direct conflict with environmental, health & welfare goals.
Read the Insiders’ Guide to Meat & Dairy here: www.insidetrack.org.uk/meat-and-dairy
#MeatAndDairy
🚨
November 3, 2025 at 8:44 AM
Senior professionals have sounded the alarm.
Food industry commercial plans are in direct conflict with environmental, health & welfare goals.
Read the Insiders’ Guide to Meat & Dairy here: www.insidetrack.org.uk/meat-and-dairy
#MeatAndDairy
🚨
Food industry commercial plans are in direct conflict with environmental, health & welfare goals.
Read the Insiders’ Guide to Meat & Dairy here: www.insidetrack.org.uk/meat-and-dairy
#MeatAndDairy
🚨
Reposted by Rob Percival
“The prevailing assumption is that the world has closed off pathways above 3°C warming – but in fact we could be derailed by vicious cycles in societies & nature. Catastrophic environmental change is still very much on the table“ - @jamesgdyke.info Assistant Director of @gsiexeter.bsky.social
‘Derailment’ warning as world faces threats to its ability to act on climate change
The worsening consequences of the climate crisis could fatally “derail” climate action, researchers have warned. With global warming breaching 1.5°C – and Earth system tipping points, such as the wide...
news.exeter.ac.uk
October 30, 2025 at 3:26 AM
“The prevailing assumption is that the world has closed off pathways above 3°C warming – but in fact we could be derailed by vicious cycles in societies & nature. Catastrophic environmental change is still very much on the table“ - @jamesgdyke.info Assistant Director of @gsiexeter.bsky.social
Reposted by Rob Percival
Whilst new reports on the urgency of shifting production & consumption away from animal- and towards more plant-based foods keep being published, both for the UK and globally, e.g.
biologicalsciences.leeds.ac.uk/biological-s...
biologicalsciences.leeds.ac.uk/biological-s...
Confirmation that diet change (i.e. less meat and dairy, more beans and veg) plays no role in UK Gov's decarbonisation plan - they're opting instead for 'precision feeding', methane-suppressing supplements, and breeding programmes that aid intensification. Disappointing.
www.gov.uk/government/p...
www.gov.uk/government/p...
Carbon budget and growth delivery plan
The Carbon Budget and Growth Delivery Plan sets out how the government meets its statutory carbon budgets and secure the benefits of this transition for people and businesses.
www.gov.uk
October 29, 2025 at 5:30 PM
Whilst new reports on the urgency of shifting production & consumption away from animal- and towards more plant-based foods keep being published, both for the UK and globally, e.g.
biologicalsciences.leeds.ac.uk/biological-s...
biologicalsciences.leeds.ac.uk/biological-s...
Confirmation that diet change (i.e. less meat and dairy, more beans and veg) plays no role in UK Gov's decarbonisation plan - they're opting instead for 'precision feeding', methane-suppressing supplements, and breeding programmes that aid intensification. Disappointing.
www.gov.uk/government/p...
www.gov.uk/government/p...
Carbon budget and growth delivery plan
The Carbon Budget and Growth Delivery Plan sets out how the government meets its statutory carbon budgets and secure the benefits of this transition for people and businesses.
www.gov.uk
October 29, 2025 at 5:26 PM
Confirmation that diet change (i.e. less meat and dairy, more beans and veg) plays no role in UK Gov's decarbonisation plan - they're opting instead for 'precision feeding', methane-suppressing supplements, and breeding programmes that aid intensification. Disappointing.
www.gov.uk/government/p...
www.gov.uk/government/p...
Reposted by Rob Percival
Have you heard that we’ve just published “Uncontacted Indigenous Peoples: at the edge of survival”?
After years of careful research, Survival’s put together the world’s 1st comprehensive report about uncontacted peoples, and why it’s so important to support them.
Learn more: uncontactedpeoples.org
After years of careful research, Survival’s put together the world’s 1st comprehensive report about uncontacted peoples, and why it’s so important to support them.
Learn more: uncontactedpeoples.org
October 28, 2025 at 6:01 PM
Have you heard that we’ve just published “Uncontacted Indigenous Peoples: at the edge of survival”?
After years of careful research, Survival’s put together the world’s 1st comprehensive report about uncontacted peoples, and why it’s so important to support them.
Learn more: uncontactedpeoples.org
After years of careful research, Survival’s put together the world’s 1st comprehensive report about uncontacted peoples, and why it’s so important to support them.
Learn more: uncontactedpeoples.org
this shit being re-tweeted by the shadow energy secretary ffs
October 28, 2025 at 3:18 PM
this shit being re-tweeted by the shadow energy secretary ffs
Reposted by Rob Percival
Listening to a fascinating conversation with @rob-percival.bsky.social on Farm Gate podcast about his book "The Meat Paradox"
open.spotify.com/episode/5fNz...
open.spotify.com/episode/5fNz...
The meat paradox
open.spotify.com
October 23, 2025 at 4:44 PM
Listening to a fascinating conversation with @rob-percival.bsky.social on Farm Gate podcast about his book "The Meat Paradox"
open.spotify.com/episode/5fNz...
open.spotify.com/episode/5fNz...
Reposted by Rob Percival
This year’s #WorldFoodDay theme is ‘Hand in Hand for Better Foods and a Better Future’. Here at First Steps, we want to ensure that everyone, including babies and children, has access to healthy food. Eating more minimally processed foods is good for the planet and people.
October 16, 2025 at 5:57 AM
This year’s #WorldFoodDay theme is ‘Hand in Hand for Better Foods and a Better Future’. Here at First Steps, we want to ensure that everyone, including babies and children, has access to healthy food. Eating more minimally processed foods is good for the planet and people.
Reposted by Rob Percival
lol imagine being told you're not allowed to say 'farmed with care'
www.theguardian.com/world/2025/o...
www.theguardian.com/world/2025/o...
Watchdog rules Red Tractor exaggerated its environmental standards
The Advertising Standards Authority agrees with River Action that the food safety body’s 2023 advert misled the public
www.theguardian.com
October 15, 2025 at 12:50 PM
lol imagine being told you're not allowed to say 'farmed with care'
www.theguardian.com/world/2025/o...
www.theguardian.com/world/2025/o...
Reposted by Rob Percival
Huge news!
Red Tractor = false advertising.
I broke this original story in The Times over 2 years ago…. And River Action took it to the Advertising Standards Authority
Red Tractor = false advertising.
I broke this original story in The Times over 2 years ago…. And River Action took it to the Advertising Standards Authority
🚨 NEWS! Red Tractor ad banned for misleading environmental claims 🚨
A TV ad by the UK’s biggest farm assurance scheme has been banned after the @adstandards.bsky.social found “insufficient evidence” that Red Tractor farms met basic environmental standards.
READ MORE: www.bbc.co.uk/news/article...
A TV ad by the UK’s biggest farm assurance scheme has been banned after the @adstandards.bsky.social found “insufficient evidence” that Red Tractor farms met basic environmental standards.
READ MORE: www.bbc.co.uk/news/article...
Red Tractor ad banned for misleading environmental claims
The Advertising Standards Authority upheld a complaint by environment charity River Action.
www.bbc.co.uk
October 15, 2025 at 8:09 AM
Huge news!
Red Tractor = false advertising.
I broke this original story in The Times over 2 years ago…. And River Action took it to the Advertising Standards Authority
Red Tractor = false advertising.
I broke this original story in The Times over 2 years ago…. And River Action took it to the Advertising Standards Authority
Reposted by Rob Percival
💯this
every minute spent fretting over this petty inconsequential crap is time that could (and should) have been spent confronting the dire ethical and ecological failings of industrial meat production, by the way
October 8, 2025 at 3:15 PM
💯this
every minute spent fretting over this petty inconsequential crap is time that could (and should) have been spent confronting the dire ethical and ecological failings of industrial meat production, by the way
October 8, 2025 at 3:00 PM
every minute spent fretting over this petty inconsequential crap is time that could (and should) have been spent confronting the dire ethical and ecological failings of industrial meat production, by the way