Ever increasing on social media and in the press, these myths and opinions end up portraying a picture that is in stark contrast with the reality experienced and lived every day by thousands of European farmers and professionals working with them on the ground. These debates have strong impacts on the views of European consumers on the role of animal products in their choice of lifestyle and they push the livestock sector into an extremely defensive corner of the society. It all negatively affects the EU livestock farming model and policy framework, increasing the challenges faced by our farming communities to ensure their economic viability, generational renewal and their capacity to adapt to societal and environmental demands.