Inside big beef’s climate messaging machine: confuse, defend and downplay

This article from The Guardian discusses the lobbying, media, and marketing tactics employed by the US beef industry to safeguard its interests. The author Joe Fassler highlights the industry’s use of extensive networks and resources to promote potentially misleading claims around the sustainability of beef production and consumption and contrasts it with scientific evidence showing beef on average to be the single most climate damaging food in terms of greenhouse gas emissions. Ultimately, this article asserts that the US beef industry is engaged in “an all-out public relations war to pre-empt environmental criticisms” in order to maintain a hold over consumers.