A vegan campaigning organisation has defended its decision to send a leaflet to almost every household in the Isle of Man after the initiative prompted criticism from members of the farming community.

Viva! has arranged for 44,000 postcards promoting its Vegan Recipe Club to be distributed across the island this week, with the printing costs funded by two of its supporters.

The organisation campaigns for an end to the use of animals in food production and promotes a move towards plant-based eating.

The campaign has attracted criticism online, with concerns raised about the impact of promoting veganism in a community where farming is an important part of the island's economy, culture and agricultural heritage.

But Viva! has told Media Isle of Man that the campaign is not intended to target individual farmers or communities.

The organisation said: ‘We fully recognise that farming is an important part of the Isle of Man’s economy, culture and heritage, and we understand why some farmers may feel strongly about our campaign.

‘However, the purpose of this initiative is not to target individual farmers or communities.

‘It is to give people access to information about plant-based eating and to encourage a wider conversation about the choices we make around food, animal welfare, health and the environment.’

The postcards direct residents to Viva!'s Vegan Recipe Club, which contains hundreds of free recipes and practical advice.

Viva! said the campaign was about giving people the opportunity to consider different choices rather than telling them what they should eat.

‘Importantly, our work also recognises that farmers must be part of that transition,’ it said.

Through its Viva! Farming project, the organisation provides information and support to farmers interested in moving away from animal agriculture and shares the experiences of those who have moved towards plant-based production.

Viva! said any change to the food system should be a ‘just transition’ which respects farmers' skills, livelihoods and knowledge of the land.

‘Our argument is not that farmers themselves are the problem, it is that our food system needs to change, and farmers should be supported to play a central role in that change,’ it said.

The organisation said it understood the campaign could be challenging in communities with a strong agricultural identity, but argued that questions around animal welfare, climate change, sustainability and public health were ‘not going away’.

It added: ‘Ultimately, no one receiving our postcard is being told what they must eat. We are inviting people to explore plant-based food, look at the evidence and make their own informed choices.’

The campaign comes as Manx farmers continue to highlight the importance of the livestock sector to the island.

Back in 2019, the Manx National Farmers' Union said there had been no clear impact on meat and dairy sales from the growing popularity of vegan and vegetarian diets.

The union has been urging the island's newly elected MHKs to back local farming and strengthen food production.

They’ve outlined the number of farm holdings has fallen by 25% since 2016, while locally produced food accounts for only 6% of retail food sales in the island.