Making less meat normal

Raising animals for meat is a huge source of greenhouse gas emissions. It’s a massive obstacle to a sustainable future, and it’s not helped by the fact that a lot of people don’t seem to know about it. Governments don’t want to address it either and leave it out of climate action plans. That’s understandable – nobody wants to be told what they can and can’t eat.

Another problem is that campaigns around meat are often run by groups that take a pretty hard line on it. They campaign for vegetar...