“Misinformation in the agri-food sector: a challenge for scientific communication”
In the debate about food, science, and sustainability, misinformation plays a decisive role in consumer perception. JM Mulet, professor of Biotechnology at the Polytechnic University of Valencia and author of numerous books such as "We Eat What We Are," offers a critical perspective on the communication challenges surrounding biotechnology and animal welfare, as well as the importance of accurate information for decision-making in the agri-food industry.
From research to communication: a career with impact
For more than twenty years, JM Mulet has investigated the mechanisms that allow plants to tolerate extreme environmental conditions, such as drought and salinity. His work has been linked to the development of more resilient crops through genetic modification techniques and, more recently, gene editing with tools like CRISPR, which allows for more precise gene modification.
"At first, plant biotechnology was a very controversial field, so I had to learn to communicate with scientific rigor. My experience in disseminating information about GMOs has helped me in recent years to address misinformation in the livestock sector," Mulet explains.
His work has transcended research, serving on scientific committees and collaborating with the meat industry in the design of evidence-based communication strategies. "The same fallacies and hoaxes that surrounded GMOs twenty years ago are now being applied to livestock farming," he warns.
The role of communication in the perception of animal welfare
Animal welfare is a topic of growing interest to consumers, but also a source of misinformation. "There is a prevailing narrative that associates livestock farming with animal abuse. However, the facts and current legislation are ignored, and we have very strict animal welfare regulations," the professor maintains.
For him, the consumer problem is that they currently have many sources of information, but few are reliable. The challenge facing the sector, he asserts, is to inform the public directly. "We can't convince those with a financial interest in misinformation. Communication must focus on the consumer, explaining with data and evidence that animal welfare is a priority in agri-food production."
The professor also affirms that livestock farming is facing a communications crisis. "The sector often reacts late and in a fragmented manner to disinformation campaigns. It's not enough to defend oneself when a problem already exists; it's necessary to anticipate it with proactive, coordinated, and science-based communication," Mulet emphasizes.
Among the sector's main challenges in the coming years are the need to adapt to new regulations, the rise of alternatives such as synthetic meat, and the importance of educating consumers about the reality of animal production. "If we don't communicate well, we risk repeating the history of GMOs: regulations that limit local production while importing products from countries without strict controls. The solution lies in science, transparency, and effective communication," he concludes.
Science and certification: the key to combating fake news
Mulet emphasizes the importance of having certifications backed by scientific criteria. "Animal welfare certification should not be based on perceptions or what sounds good, but on ethological studies and objective parameters. It's not about humanizing animals, but rather about guaranteeing optimal conditions for their species and environment."
Likewise, scientific research and dissemination play a fundamental role in countering misinformation. "Science doesn't understand ideologies or biases. Our job as researchers is to provide data that allows for decision-making based on facts, not emotions."
Advice for future science communicators
For scientists who wish to better communicate their work, Mulet recommends overcoming their fear of public opinion and taking advantage of opportunities for dissemination. "No one will explain your work better than yourself. You have to find platforms to share your knowledge: social media, talks, collaborations with the media. The key is to be clear, concise, and always based on verifiable data. Are you doing things right? Tell us, that's all there is to it," he concludes.