“If the sound of beef sizzling on the grill brings tears of joy to your eyes, you’re a real beefatarian.” That’s the opening line of a TV ad produced by a European advertising campaign called Proud of European Beef. “If you support sustainable farming by choosing European beef, you are real beefatarians,” says the Proud of European Beef advertisement — but without offering any explanation of why European beef is sustainable. Red meat — beef, lamb, and pork — is listed as a Group 2A carcinogen, indicating that it probably causes cancer. Arguably, beef advertising should go the same way as tobacco advertising. Americans eat four times as much beef as the world average, and beef production alone is responsible for more than 3% of U.S. greenhouse gas emissions.

Source: Los Angeles Times July 09, 2021 09:56 UTC