Elanco, the animal-health division of the pharma giant Eli Lilly, makes one of the world’s most controversial growth-promoting chemicals for meat production: ractopamine, marketed as Optaflexx for cattle, Paylean for pigs, and Topmax for turkeys.

A member of the class of medicines known as beta-agonists, which are also given to asthmatic people to help relax their airway muscles, ractopamine makes animals rapidly put on lean weight—but it also mimics stress hormones and makes their hearts beat faster. Studies suggest that it makes livestock more vulnerable to heat. Ractopamine is banned in the European Union, China, and more than 100 other countries, and it faces mounting criticism here in the United States.

To clean up his company’s image, Elanco’s president, Jeff Simmons, has launched a “counteroffensive,”  reports Bloomberg Businessweek reporter Andrew Martin. In addition to his responsibilities operating a $2.3 billion-dollar global animal-drug business, Simmons runs an initiative called ENOUGH Movement, which calls itself a “global community working together to ensure everyone has access to nutritious, affordable food—today and in the coming decades.” Combating global hunger is one of ENOUGH’S major themes. Simmons uses a “grainy photo of [himself] carrying a small African child on his back” as his Twitter avatar, Martin reports.

Elanco served as the primary underwriter of The Atlantic magazine’s 2015 Food Summit, held last week in Washington, D.C. Simmons delivered a sponsored presentation at the event. In it, he complained that a group he labeled the “fringe 1 percent,” agitating for increased regulation on meat producers, is driving the national debate around food. Simmons also regaled the crowd with ENOUGH’s core messages: The world needs to produce 60 percent more meat, eggs, and dairy by 2050; doing so will require “innovative farming techniques that increase efficiency;” and organic methods—which forbid growth-boosting chemicals for animals—aren’t going to cut it. Instead, ENOUGH insists, “we must leverage the innovations and technological advances that will allow us to produce more food without using more resources.”