Support from Cancer fighters

This press release loudly touts the benefits of plant based foods based on their cancer fighting attributes. From the release:

For most Americans, meals tend to center around meat. To significantly decrease a person’s risks of developing colorectal cancer, experts at The University of Texas M. D. Anderson Cancer Center suggest a new approach to meal planning that focuses more on fruit and vegetable dishes.
According to recent findings issued by the American Institute for Cancer Research (AICR), consuming more than 18 ounces, or a little over a pound, of red meat (pork, beef, lamb and goat) each week can significantly increase a person’s risks for developing colorectal cancer. In addition, every ounce and a half of red meat a person eats over 18 ounces increases their risks by 15 percent.

March is Colorectal Cancer Awareness Month and National Nutrition Month, and nutritionists at M. D. Anderson Cancer Center are encouraging people to increase portion sizes of the vegetable, fruit, whole grain and/or bean dishes being served and decrease the portion size of meat.

Focus on Fruit and Vegetable Dishes
“Instead of asking what goes well with pork chops, ask what goes well with broccoli and sweet potatoes,” said Sally Scroggs, senior health education specialist in M. D. Anderson’s Cancer Prevention Center. “That way, your serving of meat becomes more of a side dish and not the center of the meal.”

“Red meat contains substances linked to colon cancer,” Scroggs said. “For example, some studies suggest that the heme iron (the compound that gives red meat its color) may increase the risk of developing colon cancer.”

AICR recommends that two-thirds of a meal consist of plant-based foods. Consuming less red meat and more plant-based foods can significantly decrease a person’s risks of developing colorectal cancer.

TK: This well-aimed message advises to increase fruit and vegetable consumption and to decrease meat consumption. The two pronged approach is more aggressive than conventional industry efforts toward generic promotion, which encourage greater consumption of f/v (more matters) but leave out the barbed message about meat. Why can't the industry say both?