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Inside big beef’s climate messaging machine: confuse, defend and downplay https://www.theguardian.com/environment/2023/may/03/beef-industry-public-relations-messaging-machine?CMP=Share_iOSApp_Other

So ‘big beef’ is worried then, else it wouldn’t be doing this. Good. Setting aside the ethical issues of high intensity cattle farming (like 18k head burning alive in a methane bomb recently), the environmental impacts are huge & unsustainable.