Promoting meat consumption awareness with attention paid to the production processes would be much more effective in terms of public health, environmental impact and economic effects than continuing to rely on the simplistic slogan “eat less meat”. This is outlined in the report commissioned by the Food Ethics Council and the UK branch of the WWF and Prime Cuts: Valuing the Meat We Eat.
The study insists on the necessity of making consumers aware of the quality of meat produced with high standards of animal well-being, all natural feeding, sustainable practices such as pasturing, and even certifications of origin. All at a reasonable price of course.
The paper argues that paying more should not be taboo, rather it is a key factor to explain to consumers, who with this knowledge can directly support the companies that make the most effort to reduce the environmental impact of producing quality food.