Referring to the poster, located on one of the main routes to the four-day event at the Eikon Centre, Ms Lockhart said: “The picture of a dairy cow with the slogan, ‘It’s time to moove on. The future of farming is vegan’ is just another stunt from the activist group, People for the Ethical Treatment of Animals (PETA).

“It comes on the back of the group’s anti-farming cinema campaign launched before Christmas, and is proof of just how disconnected and ill-informed these activists are when it comes to the reality of modern farming and the views of consumers.”

The MP stated: “They can waste money plastering posters and woke ideology all over billboards if they like, but my message to PETA is, the future of farming is very definitely NOT vegan!

“More than 3,000 dairy farms in Northern Ireland produce over 2.5 billion litres of high-quality, nutritious milk annually, while maintaining some of the highest animal welfare and environmental standards. Farmers invest heavily in modern sheds and advanced technology to enhance cow comfort – to portray them as cruel or unsustainable is simply false and morally wrong on all levels.”

The Upper Bann MP appreciates that everyone is entitled to an opinion, but added: “The truth is that consumers are increasingly turning away from highly processed foods and so-called ‘alternative’ products. Statistics show there is a growing demand for wholesome foods they can trust, such as fresh milk from local family farms.

“In recent years there has been a lot of media hype about plant-based and vegan diets, but the tide is turning. Market evidence shows whole milk is making a strong comeback, while sales of plant-based alternatives are steadily declining.

“Despite PETA’s claims, the facts tell a very different story. “Consumers are rejecting heavily processed imitation ‘milk’ substitutes filled with additives, oils, stabilisers and hidden sugars. They want real milk and dairy products - natural and minimally processed.”

Carla Lockhart MP continued: “Nutritionally, nothing comes close to real whole milk, which is an essential source of calcium and naturally rich in a variety of vitamins and minerals. Milk and dairy products are vital for a balanced diet and make a significant contribution to human health.

“The renewed interest in whole milk is being driven by a health trend for wholesome, protein-rich foods. There is a growing preference for authenticity, provenance, and foods perceived as less artificial.

“If organisations such as PETA are serious about reducing environmental impact, they need to focus on food miles and understand the real value of local produce,” she said.

“Importing heavily processed plant-based products from across the globe, while discouraging locally produced foods can overlook the environmental costs associated with transportation, packaging, and industrial processing. Supporting local agriculture and reducing the distance food travels will offer a more practical and balanced approach to sustainability.”

Concluding the MP said: “Balmoral Show celebrates the very best of Northern Ireland agriculture and our world-class agri-food sector. Farmers across all livestock sectors, dairy, beef, sheep or poultry, should not have to endure ideological attacks from organisations determined to undermine an industry that sustains thousands of jobs and supports rural communities across the country.



“Dairy farmers are a vital part of the future. I will continue to stand firmly with them against misleading propaganda campaigns designed to demonise an industry that feeds our nation and supports our economy.”