New Zealand's red meat processing and exporting sector is backing the Kiwis Backing Farmers campaign, which was initiated by Beef + Lamb NZ and rural advocacy group 50 Shades of Green. The campaign aims to draw attention to the negative impacts of successive policies on rural communities, with concerns about the conversion of productive farms into carbon farms and the potential conflict with environmental regulations. The Meat Industry Association also highlights the need for more environmentally sustainable practices in farming and raises concerns about the offsetting of fossil fuel emissions by planting trees on productive land, which could negatively affect rural communities and the New Zealand economy.