The Big Meat

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As well as plans to present meat as “positive for the environment”, it will promote the Dublin Declaration, a document signed by over 1,000 scientists, which has been criticised as meat “propaganda” by climate experts. Increases in meat alternatives could “reinforce the power relations that keep current systems in place, and fail to address the question of how systemic changes will be achieved,” notes the report. Where appropriate we want to be part of the conversations that investigative journalism contributes to and to make a difference on the topics we cover.

Scientists discovered that there would be no way to feed the rapidly growing population while raising animals for meat the same way. But he added that it wouldn’t have been possible with his old setup: “There’s too much overcrowding, small pens, too many pigs crammed into a little area.

S., it is the leading processor of beef, pork and lamb and the second largest poultry producer; it is also the leading beef producer in Canada and the largest cattle-feeder in the world. Direct methane emissions from cows alone account for more emissions per kilogram of beef than any other food product.

In its messaging, industry also heavily references the role of meat in relieving hunger and in the Global South, claiming that it “plays a key role in reducing food insecurity and malnutrition”.

The world can’t afford the rise in global beef consumption that experts predict – while wealthier nations, whose residents have the most emissions-intensive diets, could make rapid climate gains by choosing to eat less. Beef brands like 5 Star Beef, Blue Ribbon Angus Beef, and Cedar River Farms Natural Beef are all owned by JBS.

The Cattlemen’s Beef Board – which contracts with the National Cattlemen’s Beef Association (NCBA) for its marketing and promotion efforts – has long had significant cultural impact.But we can’t expect to have cheap meat forever without a cost to public health, an uncomfortable truth that’s led many environmental and public health groups to champion a message of “less but better” meat. Of the major meat lobbies, the beef industry has arguably done the most to mobilize on the topic of climate. But other academics interviewed for this article felt that Mitloehner’s messaging efforts and the manner in which they’re routinely amplified by industry, go beyond the bounds of normal scholarly conduct. Its recent acquisitions in the Middle East and Turkey have also allowed it to become a major processor of halal meat for Islamic markets. The project, led by ten partners including biotech company 3F Bio, European meat giant ABP Foods, and veggie meat brand Vivera, will produce vegan protein for food from low-cost crops.