Do supermarkets associate ‘less and better meat’ with healthy, sustainable diets? What does a sustainable diet mean for UK retailers? Fresh research investigates strategies and challenges in providing ‘less and better’ meat and dairy.
Animal agriculture is responsible for 14.5% of global greenhouse gas emissions, is a key factor in biodiversity loss, freshwater use, and pollution.
Occupying 70% of agricultural land, animal agriculture – depending on its intensity – has also been associated with poor animal welfare conditions.
As animal-based foods, such as meat and dairy, are considered more resource-intensive to produce than plant-based foods, pressure is mounting to reduce their consumption in the western world.