A steak and bacon

© American Institute for Cancer Research

Politics & Law

Backlash From Animal Ag Groups Forces EPA Ireland to Remove Meat Reduction Tweet

The Irish Environmental Protection Agency (EPA) has deleted a tweet encouraging consumers to reduce meat consumption following the adverse reaction of animal agriculture groups. The tweet advised consumers to cut down on meat by exploring vegetarian recipes and participating in meat-free Mondays. It also highlighted that 10% of purchased meat goes to waste. Accompanying the message was a meme of Samantha Jones from the television show Sex and the City, depicted with a smile and the caption “the planet when you reduce your red meat intake.” According to reports, the Irish Farmers’ Association said the tweet caused anger among farmers and asked for its immediate removal, pressuring the EPA to discuss the rationale behind its tweet and how it aligns with the EPA’s responsibilities. Dermot Kelleher, the president of …


Simpliigood unveils high quality chicken analog made with spirulina

© Nimrod Genisher

Studies & Numbers

43% of German Consumers Have Reduced Their Meat Consumption in the Past Year

A new Mintel consumer study, Global Outlook on Sustainability, has provided some encouraging insights into the habits and attitudes of German consumers regarding meat consumption. Just 22% of Germans said they ate meat at almost every meal, compared to 47% of French consumers and 51% of Brits. 43% said they had reduced their meat consumption in the past year, compared to an international average of 28%. Furthermore, 37% of Germans believed that eating less meat was the most effective personal measure they could take to reduce greenhouse gas emissions, the highest proportion worldwide to hold this viewpoint (the international average was 21%). However, the number of consumers avoiding meat altogether remains low, with 2% identifying as vegan, 4% as vegetarian, and 18% as flexitarian. This …


German sausage


Market & Trends

Germany: Meat Consumption Drops to Record Low, Plant-Based Sales at Record High

Data published this week by Germany’s Federal Information Centre for Agriculture reveals that, in 2022, per capita meat consumption fell by around 4.2 kg to 52 kilograms per person compared with 2021, lower than at any point since calculations began in 1989. The report states that Germans consumed about 2.8 kg less pork, 900 grams less beef and veal, and 400 grams less poultry last year. Encouragingly, this translates to net production of animal meat: 9.8% less pork and 8.2% less beef and veal were produced domestically compared to 2021, while net production of poultry meat was down 2.9%. Why Germany? Germany’s meat consumption has been steadily in decline over recent years, with the country’s interest in meat-free living further bolstered by Health Minister Karl …


Cow in the Deck chair PlantBased Treaty

© The Plant Based Treaty

Charity & Campaigns

Edinburgh Becomes First European Capital to Join the Plant Based Treaty in Response to the Climate Emergency

Edinburgh becomes the first Scottish city and the first European capital to join the Plant Based Treaty initiative in response to the climate emergency. Haywards Heath in the UK, Boynton Beach in Florida, Los Angeles, Rosario in Argentina, one city in Turkey, and fourteen cities in India have joined The Plant Based Treaty. Since its launch in August 2021, the initiative has received support from 70,000 individual endorsers, 5 Nobel laureates, IPCC scientists, more than 1000 NGOs, and 1000 businesses. Green Councillor Steve Burgess presented the Plant Based Treaty to The City Council of Edinburgh, which voted unanimously to produce an impact assessment on the implications of endorsing The Treaty. The finalized report shows that “meat and dairy consumption must reduce to achieve climate targets” because food-related emissions and …


Beyond Meat FB

©Beyond Meat

Sustainability / Environment

Beyond Meat CEO Ethan Brown Responds to Idea of Pigouvian Taxes

In a conversation with the BBC yesterday, Beyond Meat founder Ethan Brown stated that consumers are already interested in alt meat: “If you look at shopper data that we have, 93% of the people that are putting the Beyond burger in their cart are also putting animal protein in.” When asked as to whether he agrees on the idea of taxation on meat consumption, Brown said to the BBC: “I think the whole notion of a pigovian tax, which is to tax negative things that are high in externalities, I think is an interesting one. I’m not an economist but overall intuitively that type of thing does appeal to me, not just for meat. I think taxing things we want more of such as income …


© Mary Wincheste, Unsplash


Germans Believe They Eat Less Meat

If you ask Germans how much meat they believe they consume, they estimate around 92 grams of sausage and meat a day end up on the plate, or 644 grams a week. This is the result of a survey by the Donato Foundation. In fact, however, it is considerably more. 160 grams, to be exact, which is about 72% more than what is believed. This means that the average German eats 1,120 grams of meat a week. The difference is shown in a comparison with the meat balance of the German Federal Ministry of Food and Agriculture (BMEL). Americans also eat more meat than they think and were 49% off their actual figure in the survey, consuming around 280 grams of meat a day – …


Landscape of meadow field with the changing environment

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Studies & Numbers

Study Reveals Americans Must Consume 90% Less Meat for Planet to Survive

A study published by The International Journal of Science shows that the food industry is a major driver of climate change, changes in land use, depletion of freshwater resources, and pollution of aquatic and terrestrial ecosystems. The study shows that as a result of population growth between 2010 and 2050, the effects of the food system could reach “levels that are beyond the planetary boundaries that define a safe operating space for humanity.”


health nutrition study medicine research

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Veganism and Masculinity

Meat has long been considered a symbol of masculinity. Tanja Paulitz, sociology professor at TU Darmstadt (Germany), and her research assistant Martin Winter, recently investigated the link between gender and diet in the age of the “veggie boom”. As part of the “Dietary Cultures and Gender” project funded by the Hessian Ministry of Science, the research team analysed vegan cookbooks, carried out field studies at trade fairs in the areas of food, butchery, livestock rearing and agricultural technology, and conducted interviews with NGOs and experts in the nutritional sciences.


Laborant untersucht invitro-Fleisch im Labor

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Market & Trends

Report by Adam Smith Institute: Does Laboratory Meat Have Potential to Prevent Food Crisis?

Humanity is currently using natural resources 1.7 times faster than the planet’s ecosystems can regenerate, and has already used up all the resources naturally available this year. A new Adam Smith Institute report suggests that laboratory meat has the potential to save lives and the environment, and to prevent a food crisis. Researcher Jamie Hollywood, and president of the Adam Smith Institute, Dr Madsen Pirie, have written a report on meat grown from cells in the laboratory, also known as cultured meat or clean meat. This cellular agriculture has the potential to greatly benefit the environment. Dr. Madsen Pirie says, “This will free up millions of acres of grazing land for other purposes. It will also solve all ethical questions related to the rearing and …