Eating Better wants meat consumption to change. Its vision is for meat to be produced humanely and sustainably, consumed in quantities consistent with good health and global resource use capacity, and with production providing sustainable livelihoods and environmental benefits.
Its latest campaign tackles the well-known (but not well-founded) male aversion to exploring vegetable alternatives. Meat has become associated with 'red blooded' masculinity, while many men still harbour the mistaken beliefs that veg can't form a dietary staple, don’t provide enough protein, are in some way 'less manly'.
Hence the Vegcurious campaign, which doesn't urge young men to give up meat -- simply to allow themselves to be curious about vegetables.
Sustain: Sustain The alliance for better food and farming advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, enrich society and culture and promote equity.
