Organuary may be the solution to modern day health and environmental issues

Credit: Africa Studio

A controversial campaign, Organuary has recently been launched and will be challenging Veganuary, where consumers are encouraged to avoid meat-based products for the month of January. Instead, this campaign will try to encourage consumers to eat outside of their comfort zone and incorporate offal and alternative cuts of meat into their diets.

Offal, generally defined as the entrails and internal organs of an animal used in food, has for the last couple of decades become unpopular with consumers which tend to prefer meat that is convenient and fulfils their perception of ‘healthy’ food items. Doctors argue that offal is some of the most nutrient-dense foods available on the market; however its popularity has plummeted in recent decades.

Organuary also aligns with the sustainability trend, as it ultimately means that less cuts of meat would be going to waste. This could potentially lure customers away from popular cuts of meat and if nose-to-tail eating becomes popular again, it could lead to less animal cultivation because the whole animal will be used, and not just the chicken breast, for instance. GlobalData’s Global 2017 Q4 Hot Topics in FMCG Survey shows that 25% of consumers would consider eating ‘vegan meat’ for environmental reasons. This shows that consumers perceive plant-based diets to be better for the planet, when in reality this is not always the case; studies have shown the cultivation of almonds for almond milk uses an excessive amount of water which is not sustainable. Some studies have even scrutinized the cultivation of soybeans, as they take up excessive land.

Such cuts of meat are budget-friendly and can be easily adapted into different recipes and products. This gives manufacturers the opportunity to turn them into ready-to-eat or ready to use products, such as sausages, mince or even in their whole form, which could be marinated to appeal to busy consumers with an on-the-go lifestyle. The fact that these cuts have little demand (smaller price tag) means consumers can feed their families for less and in the current economic climate this is very important. It would allow consumers to eat better and could help those living under the poverty line reach their daily nutritional requirements.

Higher consumption of offal may be the solution to better health and environment, which is argued by the Alliance for Natural Health (ANH). Robert Verkerk, the founder, executive and scientific director from the organisation, has voiced his concerns regarding veganism, saying that there is oversimplification regarding the matters of veganism and sustainability and that meat can also be carbon neutral and sustainable.

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