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This is a bombshell — the “Exxon Knew” moment for the meat industry:

An animal agribusiness association founded and funded a PR outfit at a public university. They used it to spread disinformation & convince governments to delay climate action.

A deep dive into the documents:🧵
BRIEF: Records obtained by @zdboren show how @IFEEDER_, an arm of the American Feed Industry Association lobby, conceived the @UCDavisCLEAR Center, elevated its director @GHGGuru, and amplified deceptions about the meat industry’s role in climate change.

embed.documentcloud.org/documents/2320… IFEEDER Institute for Feed Education & Research ConfidentialMemorandum of Understan Center Name: As we agreed, the name UNEARTHED  CLEAR was formed with an advisory committee of twUC DAVIS ANIMAL SCIENCE DEPARTMENT CENTER FOR....... DR. FRA
First, let’s break down a few of the myths — no doubt you’ve heard some of them.

The central thrust of the campaign was to downplay the impact of methane. They promoted the use of a modeling quotient, GWP*, for reporting corporate emissions — not what it was designed for at all. Frank Mitloehner @GH.…• 9/14/21 Metrics matter. GWP100 pMitloehner and one of his former graduate students, says tha
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