Yumi Media Jumps Aboard the Vegetarian Society’s Horsemeat-Free Campaign

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After the Vegetarian Society announced a new horsemeat-free campaign, Yumi Media encourages a meatless diet.

On March 11, Yumi Media, a food website devoted to delivering food news, recipes, and products for a healthy lifestyle, applauds the Vegetarian Society’s Horsemeat-free campaign and encourages those affected by the horsemeat scandal to go meatless.

According to The Drum, The Vegetarian Society launched a digital campaign featuring a young girl hugging a horse, with the tagline “what’s for tea, mum?” The image then transforms to read “nutritious, delicious and 100% free of horsemeat.”

The campaign plays on the ongoing European horsemeat scandal, and according to the article will run through April “in horse, pony and equestrian titles as well as health, lifestyle and parenting websites.”

Liz O'Neill, head of communications at the Vegetarian Society, said to The Drum, "While the revelations about horsemeat are shocking on their own terms, their real legacy is a more general sense of unease around the meat industry. Media coverage has raised awareness of how meat actually ends up on people’s plates and it’s the Vegetarian Society’s job to help those who feel uncomfortable as a result to see that there is an alternative.”

Justin Maas, spokesperson for Yumi Media, commented on the horsemeat scandal as horrendous. “It is truly vile that meat producers would advertise meat as one product and serve another. Meatless meals like Quorn provide an extensive ingredients list bringing awareness of the product contents. Consumers that make Quorn complaints should think twice about eating meat products and perhaps consider going meatless.”

Yumi Media is a food website devoted to delivering the latest and greatest in food news, recipes, and products to incorporate into your own healthy lifestyle. Launched in 2012, Yumi Media was founded by a group of friends as a way to explore their mutual love of food while sharing that love with the community at large. Whether you’re looking for something cutting-edge, comfort food like mom used to make or something in between, Yumi Media is your one-stop resource.

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Scott Darrohn
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