Controversial educational materials tied to Dutch livestock industry
In educational materials provided to Dutch elementary schools about the origins of food, key information is often omitted. Research conducted by Argos and Trouw reveals that much of this material is developed by organizations in the meat and dairy industries and is distributed during farm visits under government food education programs.
Critics claim these materials downplay the environmental impact of intensive livestock farming and present an overly idyllic portrayal of farm animals. Anne Hilhorst, director of the animal welfare organization Wakker Dier, told Argos, “For example, it states that most cows spend their days grazing in pastures, but the reality is that they spend 85 percent of their time indoors, and a quarter never go outside.”
Arco Timmermans, a professor of lobbying at Leiden University, called the practice “marketing aimed at children, crossing the line of education.”
The analysis also found a disproportionate focus on livestock farming in programs offered through Boerderij Educatie Nederland (BEN), the largest platform for farm education. About 70 percent of the participating farms are dairy farms, compared to only 13 percent representing crop farming. This imbalance contrasts with the Dutch government’s stated goal to shift dietary habits toward more plant-based and fewer animal-based proteins by 2030.
The Ministry of Agriculture, Nature, and Food Quality (LVVN) acknowledged the imbalance. A spokesperson stated, “We see that the supply of and demand for plant-based farms is lagging behind, and we are encouraging BEN to broaden its network of partners.”
The government allocates funding for food education through the Jong Leren Eten (Young Learning to Eat) program, which began in 2017. Starting in 2025, the program will receive €3.9 million annually. Despite this investment, Jaap Seidell, an emeritus professor of nutrition and health at Vrije Universiteit Amsterdam, expressed concerns: “Most children have no idea that milk comes from cows or that apples grow on trees.”
Farm visits are a cornerstone of food education in the Netherlands. In 2023, over 65,000 students attended lessons at farms, enough to give one-third of Dutch elementary students at least one farm visit during their schooling years. Schools and farms connect through BEN, where lesson materials are largely created and funded by agricultural organizations. Examples include The Pig Story, a booklet from the Dutch Pig Farmers’ Organization (POV), and resources from De Heus, the country’s largest animal feed company.
Critics argue that these materials prioritize industry interests over factual education. Jaap Seidell criticized the involvement of commercial parties, stating, “The government should ensure that children receive independent, transparent information.”
Some materials, such as The Pig Story, have faced legal scrutiny. The Dutch Advertising Code Committee (RCC) has ruled that the materials amount to misleading advertising. In December 2024, the RCC declared parts of De Heus’s Kidzzplatform “misleading” for portraying an overly positive view of farm animal welfare. This follows earlier rulings in 2021 that parts of The Pig Story were misleading and constituted child-directed advertising.
The RCC criticized the portrayal of pig welfare in The Pig Story, such as claims that sows “move freely with plenty of space” and that manure is a “valuable product.” Adjustments were made after initial complaints, but critics like Wakker Dier argue that the changes remain insufficient. For example, the phrase “clean air” from air scrubbers in pig stables was altered to “pure air,” which animal rights advocates still consider misleading.
The Ministry of Education, Culture, and Science (OCW) defended the inclusion of such materials, citing constitutional freedom of education. “Teachers and school leaders are capable of assessing whether a teaching method meets their standards and suits their students,” a spokesperson told Argos.
The LVVN ministry also highlighted this constitutional freedom, stating, “Anyone is free to develop and offer educational materials.”
Animal rights groups have continued to challenge these materials. Wakker Dier recently filed a complaint with the RCC over the dairy industry’s school milk campaign, which is subsidized by the European Union. Approximately 1.6 million euros in EU funding was allocated for the 2023 school year, with participating schools required to use dairy-related teaching materials.
Behavioral scientist Reint Jan Renes of the Amsterdam University of Applied Sciences expressed concerns about the lack of critical thinking encouraged in such materials. “You want children to think critically, but this material is completely devoid of criticism. It focuses on promoting the status quo, portraying dairy and meat as natural and essential, while ignoring issues like nitrogen emissions, biodiversity loss, and the protein transition,” Renes told Trouw.
Renes emphasized the need for more balanced information, stating, “The materials only highlight the positives, such as ‘organic manure,’ but omit the downsides, like manure surpluses or the health risks of consuming too much red meat. This is essentially advertising.”
The Dutch Dairy Organization (NZO) defended its materials, claiming they adhere to regulations and are well-received by schools. “Our educational materials are objective and informative, free from branding, and evaluated for nutritional content,” the organization stated.
De Heus responded to the RCC’s ruling by pledging to adjust its Kidzz platform “as necessary.” The POV argued that its materials complement farm visits, stating, “Many children receive information about farming from people who have never visited a pig farm. We aim to restore balance.”
