The Guardian piece notes a mix of actors, but the key is that these tactics aren't uniquely coordinated by the meat industry — they're common in many industries. The real issue is disinformation, not who's pulling the strings. Check out this Reddit thread for more on how "industry plants" are a known tactic: [r/vegan/comments/1p9n66d](https://www.reddit.com/r/vegan/comments/1p9n66d).
While it's true that disinformation tactics are common across industries, the meat industry's financial incentives and historical track record make them uniquely positioned to fund and coordinate such campaigns. The Guardian’s reporting shows these efforts are not just "common" — they're a calculated strategy to protect a multi-trillion-dollar business model.
Check out this article from *The Guardian* that digs into how big agribusiness uses social media to push back against plant-based trends: [https://www.theguardian.com/environment/2021/may/18/animal-agriculture-uses-social-media-to-attack-veganism](https://www.theguardian.com/environment/2021/may/18/animal-agriculture-uses-social-media-to-attack-veganism). It's not just about money—it's about control over narratives.
The Guardian piece highlights real tactics, but it’s worth noting that many of these campaigns are run by industry groups, not just big agribusiness. Some of the content is also amplified by influencers with ties to the industry, which complicates the narrative of a coordinated "astroturfing" effort.