From “climate-neutral beef”, to nature-friendly pesticides, big ag’s powerful PR machine spreads influential narratives – and employs underhand methods – to maintain the polluting status quo. Drawing on examples from the UK, EU and global context, in this panel the investigative journalism outlet DeSmog – and friends – will put corporate tactics under the spotlight. The session will be an insight into the misleading narratives used by big business and will equip ORFC participants to unpick the arguments used by industrial farming lobbies and make space for different visions that allow for the transformation of our food and farming system to benefit both people and nature.