ABSTRACT. - The demand for animal protein is rising, increasing pressure on animal production systems and ecological resources. Ethical and environmental concerns are also growing worldwide, pushing for more sustainable food production systems. The international scientific community has raised concerns about misinformation regarding meat production processes and their harmful impact on the environment, animal welfare and human health consumption. It is crucial to provide accurate information based on science, implement an active communication strategy, and foster collaboration across the meat supply chain to demonstrate that livestock farming is part of the solution to climate change and sustainability issues. As a fundamental pillar of sustainability, animal welfare plays a crucial role in this scrutiny. © 2024 Elsevier Ltd.