Greenfield Natural Meat begins Meatless Monday campaign
Mississauga-based Greenfield Natural Meat has begun a new campaign encouraging consumers to refrain from eating meat one day per week to reduce their environmental impact. The initiative consists of digital and out-of-home advertising, accompanied by social media activities and a website at <http://www.greenfieldmeatless.com>. The creative encourages consumers to pledge to avoid meat each Monday. The website also offers a collection of vegetarian recipes and environmental information.
"Climate change and environmental sustainability are among the most critical issues of our time," said Domenic Borrelli, vice-president and general manager of Greenfield. "Greenfield is changing how meat is made to dramatically reduce our impact on air, land and water, but we all need to do more to live more sustainably. Through this campaign, we hope to elevate awareness of the need to enjoy meat in moderation and to choose meat that is produced more sustainably, from animals raised with care, free from antibiotics and hormones, and to opt for more sustainable choices that have less environmental impact, including pork and poultry."