Big Ag proponents are influencing classrooms in Ireland with learning materials that misrepresent the role of agriculture in contributing to climate change, pollution, and biodiversity loss, DeSmog can reveal. This undue influence is occurring due to a lack of government oversight of educational resources provided to primaryย schools.
Agriculture industry-funded organisations have for decades been operating at a low level in the educational field in Ireland, but this has been ramped up this year. The industry has introduced a range of elaborate materials, from workbooks and posters to childrenโs rhymes, to counter public concern over the environmental and climate impacts of livestock agriculture in particular, and to counter the growing popularity of vegetarian and vegan diets among theย young.
Globally, the livestock industry is under pressure, as the production of just meat and dairy products generates 14.5 percent of all emissionsย โ greater than the emissions from every car, bus, lorry, train, aircraft and ship in the world. Last yearโs special report on climate change and land by the Intergovernmental Panel on Climate Change (IPCC) presented plant-based diets as a major opportunity for climateย mitigation.
Irelandโs National Council for Curriculum and Assessment (NCCA) is charged with advising the Minister for Education & Skills on โearly childhood education, primary and post-primaryย schoolsโ.
However, a spokesperson confirmed that โthe NCCA hasย no remitย in deciding what materials are sent into schools. Schools receive numerous different offers of schemes, programmes, projects, competitions, initiatives etc. and it is for schools to decide themselves what materials they use to provide children with appropriate learningย experiences.โ
Agriย Aware
In the absence of expert independent educational scrutiny, a number of agri-industry-funded initiatives have been developing what they describe as โcurriculum-readyโ materials, which are then generally distributed free of charge toย schools.
One such organisation, Agri Aware, is a charitable trust controlled and funded by a consortium of agricultural industry players, including Ornua, Glanbia, Kerry, the Irish Food Board and the Irish Farmers Association (IFA). Last month, the group distributed a series of four 60-page workbooks under the title โDig Inโ to over 3,200 primaryย schools.
In the workbookโs section titled โHealthy trees, healthy airโ, it explains that: โThe animals on the farm inhale oxygen and exhale carbon dioxide. Animals and humans need oxygen to stay alive and healthy.โ However, there is no mention of the key greenhouse gas emitted by ruminants like cows and sheep: methane. A graphic accompanying the section shows what purports to be a circular flow of trees emitting oxygen, which is taken up by cows, who breathe out CO2, which trees thenย absorb.
Commenting on this section, Professor John Sweeney, a climatologist at Maynooth University, told DeSmog: โThe simplistic and one-sided language in this publication presents a misleading educational message. There is no acknowledgement for example that the โanimals on the farmโ also exhale high levels of Irelandโs most problematical greenhouse gas, methane, which is 86 times more potent than CO2 over a 20-yearย periodโ.
Sweeney also rejected the notion that trees cancel out Irish ruminant emissions, pointing out that the latter is four times greater than all emissions removed by forestry. The workbook also describes Irelandโs carbon footprint as โrelatively smallโ. In fact, Ireland has the third highest per capita emissions in the Europeanย Union.
DeSmog sent a detailed list of questions to Agri Aware CEO, Marcus OโHalloran, including about an October tweet where the group claimed that methane โonly lasts for 10 years in the atmosphereโ. While the gas breaks down over the course of roughly a decade, methane continues to have a lengthy and powerful warming impact long after that. O’Halloran declined toย comment.
The โDig Inโ workbook series also downplays biodiversity loss, with language such as: โFarmers also protect the environment by caring for the hedgerows, which ensures that biodiversity isย protectedโ.
Commenting on Agri Awareโs long-running schools programme, which was first launched in 2013, Pรกdraic Fogarty, campaigns officer with the Irish Wildlife Trust, described its materials as โpart of the industry-funded greenwashing campaign that sets out to gloss over the serious environmental problems associatedย withย agriculture inย Irelandโ.
Fogarty added: โIn hoodwinking people into believing our farming model is environmentally friendly, it provides cover for catastrophic biodiversity loss, including extinction of species, pollutionย of waterways and emissions of climate changing gases. This type of greenwashing is therefore especiallyย perniciousโ.ย
Agri Aware also issued a recent poster on โOrganic Farming Factsโ, which infers low-impact, nature-friendly farming is the norm in Ireland. In reality, though, barely 2 percent of Irish land is farmed organicallyย โ among the lowest in the EU.
The director of Irelandโs Environmental Protection Agency, Laura Burke, last month delivered a blunt assessment of the true impacts of the sector: โThe economic growth in recent years is happening at the expense of the environment as witnessed by the trends in water quality, emissions and biodiversity all going in the wrong direction.โ Irelandโs โgreenโ reputation, Burke added, โis largely not supported byย evidenceโ.
Despite its controversial contents, the โDig Inโ programme is supported by Irelandโs Department of Agriculture, as well as the Irish National Teachersโ Organisation (INTO), which has a member on the board of Agri Aware; Agri Aware, in turn, is closely tied to the powerful agri lobby group, the IFA, its CEO is a former IFAย employee.
National Dairyย Council
Another lobby group, the National Dairy Council (NDC) also actively promotes industry messaging to schools. Its โMoo Crewโ programme features school materials such as posters and booklets. One poster claims: โGrasslands soak up carbon from the atmosphere, helping to partly offset some of the carbon emissions produced by agricultureโ. However, according to EPA data, Irish grasslands are a net source of nearly 7 million tons of CO2ย annually.
The NDC also claims that โIrish dairy farms have one of the lowest carbon footprints in the worldโ. Regional variations aside, livestock-based agricultural systems are almost invariably much more carbon-intensive than food production for direct human consumption. This is why the Intergovernmental Panel on Climate Change explicitly called for a major dietary shift towards a more plant-basedย diets.
This point was borne out in a 2017 study published by the European Parliament, which found that Irish agriculture (which is dominated by beef and dairy production) was the least climate-efficient in the EU. Irish agriculture was found to produce the most greenhouse gases per euro ofย output.
The Moo Crew project is supported by the Department of Agriculture and includes such overt marketing tactics in the educational materials as directing teachers to โask pupils to think of new ways they can incorporate milk, yoghurt and cheese into theirย dietsโ.
Despite describing itself as a โnational councilโ, the NDC is in fact โa private, farmer-funded marketing agencyโ, which is deploying dairy industry marketing strategies in the classroom to influence young children, using materials that are presented as purelyย educational.
An NDC spokesperson told DeSmog that it โengages with teachers on a regular basis, including focus groups, to ensure the resources are appropriate and developed in line with the Irish Primary School Curriculumโ. The NDC, she added, โis aligned with the Department of Agriculture to deliver the EU School Milk Scheme to primary schools inย Irelandโ.
Agriculture Minister Charlie McConalogue recently stated he was aware of the pressures farmers feel from environmentalism, animal welfare activists and what he described as โthe anti-dairy brigadeโ. Because of the political strength of the agri-food lobby in Ireland, ministers rarely challenge or seriously attempt to regulate the sector and instead are more likely to repeat industry talkingย points.
Irish Farmers Association-fundedย booklet
Another senior politician, foreign affairs minister Simon Coveney, took time out from Brexit negotiations to endorse a booklet called โIrish Food A-Zโ, which is currently being distributed to over 3,000 primary schools and teacher training colleges, with funding from the IFA as well as meat factories and other agri-industrialย interests.
The booklet, written by a former CEO of Agri Aware, is described as โcurriculum-linkedโ and โscience-basedโ, but its content is largely a series of industry PR points presented as rhymes, such as theย following:
โCarbon comes from the fuel in a car, bus or plane,ย It even comes from our lovely cattle walking down the lane! Irish food is mainly grass-fed, with animals grazing as they grow. Our family farming on Irish land helps keep carbon emissionsย low.โ
The author, who has a PhD in ruminant nutrition, declined to provide DeSmog with a copy of the Teachersโ Notes that accompany the booklet intoย schools.
When Education Minister Norma Foley was questioned on 8 December in Parliament on her views on the โproliferation of non-curricular publications seeking to target primary school childrenโ, she confirmed the governmentโs laissez faire approach. She said the department โdoes not have a role in approving, commissioning, sponsoring or endorsing any content in any private programme delivered in schools โฆ teachers and principals are best placed to determine the suitability of a resource for the children that theyย teach.โ
This approach has allowed private commercial agri-industrial lobby groups, with the overt support of government departments and in some cases, EU funding, to flood Irish schools with misleading educational material supporting commercialย agendas.
This is despite a report last year by the joint Oireachtas (Parliamentary) Committee on Climate Action which pointed out that todayโs children will be more impacted by climate change than any other generation. At the time, it recommended โthey be given the necessary educational training on climate change and its consequences, both nationally andย globallyโ.
Main image: Curious cattle in Ireland. Credit: Lincoln Spaulding, CC BY–NC–NDย 2.0.
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