Red meat has been labelled a cancer risk by the EU.
It's new food promotion policy for 2022's also urging consumers to shift to a more plant-based diet.
It says the move would help increase sustainable production.
President of the Irish Farmers Association, Tim Cullinan, says it's concerning:
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"I think it's very important that there is a balance and I think the one thing we've seen, right throughout the pandemic is that there's been a shift back to meat produce but what I'm every concerned about and we've seen this in other issues more recently the EU using a threat like this, the ultimate goal here is around climate change and reducing emissions."
