With a substantial grant from the Czech Republic, Ministry of Agriculture, the Agrarian Chamber of the Nation initiated an “I Eat Meat” campaign. The slogan, “I’m a carnivore and I’m not ashamed of it!” was used to promote real meat and to oppose plant-based meat substitutes.
The promotional campaign was initiated as a counter to vegan promotions, emphasizing sustainability and the indirect deleterious effect of production of red 
meat on the environment. Publicity pointed to the highly processed nature of plant-based meat substitutes, including a number of additives including salt at a high level. Although the campaign attempted to brand plant-meat substitutes as “unhealthy food”, there is no epidemiologic evidence to suggest that consumption of newly introduced meat substitutes containing plant proteins may lead to a range of metabolic conditions.