MindBullets 20 Years


Consumers given incentive to shy away from beef

It’s official. Climate change is happening and the best we can do is try to slow the process. We have to do everything we can – even intervening in peoples’ diets.

Back in 2015 it was apparent that beef produces the most emissions per unit of product (almost 300kg CO2-eq per kilogram of protein produced). Chicken and pork on the other hand scored below 100 CO2-eq/kg. Even though variations exist at the sub-global level as different farming practices and inputs are used, it has been clear for a very long time that we should eat less beef.

We have seen the pure marketing campaigns of Meat-free Mondays and Vegan festivals, but they have had a lacklustre impact as the majority of consumers still prefer to eat burgers rather than ratatouille.

A new report states that the difference in climate damage between the low (1.5°C) and high (4.5°C) warming scenarios could be as much as US$ 55 trillion. It will take a long time to coordinate efforts on a global scale, but action is needed now, if not yesterday. Brazil, China and South Africa have jointly agreed to step up their CO2 curbing efforts and will be discounting the price of chicken and pork at the two grocery chains Ni Hao and Checkout.

When someone pays for their groceries they will automatically pay 25% less for the drumsticks or bacon. The Chinese already eat a lot of pork, but beef consumption has been rising rapidly as the society Westernizes. Brazilian and South African cultures love their red meats by default, and barbeques are particularly popular.

Scientists are still perfecting the taste and texture of 3D printed meat, so we better get ready for a Big Mac with a pork patty in the meantime, or pay the price – literally.

Warning: Hazardous thinking at work

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