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A little note about the #LessAndBetter meat message - I'm quite well known for calling this out as unhelpful and actually harmful to developing more sustainable farming systems, but it's not *just* because I sell meat, although that has given me an insight into the effect of such
a destructive message. The problem stems mainly from the vague nature of the message - less than what? better than what? what is better? what is 'meat'?- it's not at all clear, if you take greenhouse gas emissions, for example, cows emit methane so they must be bad, right, so
let's eat chicken instead? But hang on, chicken is the most intensively reared meat available, so how can that be 'better'? Well, maybe we first need to work out what we mean by 'meat' and how things have changed. According to FAO Stat, in the half century to the UK has changed
