I suspect that the majority of this tiny minority just get on with their tofu and don’t get involved in all the vitriol. There are, however, a small number of people who are very good at making an awful lot of noise in front of the right people. Like any single issue group, they are clutching at any tenuous straw that might justify their particular point of view, whether it’s climate change or diet related illness. Every one of their claims can be very easily, calmly and logically rebuffed.



You’ll never change their minds of course, as they’re not interested in any science that doesn’t back up their stance, but we can make the case to reassure the silent majority of consumers that meat is not only safe to eat but, managed correctly, can be part of the solution to climate change not part of the problem.



I think the biggest problem we face is that calm, logical science doesn’t interest mainstream media anymore either, so inflammatory loonies can hog the headlines if we’re not careful.