Simply calling on people to eat less meat is not very useful. The consumption of meat, after all, is embedded within numerous social and cultural practices. But changing diets can benefit the planet.
As consumption has soared and prices have fallen, the realities of industrial chicken farming often clash with the values of people who live on the urban fringes where broiler farms are sited.
Talking cows, talking pigs? It's enough to send you vegetarian. Maybe ...
We go to great lengths to avoid the mental conflict between our desire not to harm animals and our love of sausages.
Meat has health benefits. And good quality meat could also be the solution to the food insecurity problems that plague two-thirds of households in the developing world.