FAO report titled Livestock’s Long Shadow.  Since then, meat industry players have shifted from emphasising the supposed sustainability of organically-produced meat to painting meat as an answer to ecological challenges like climate change.  At a virtual conference in March, for instance, the Animal Agriculture Alliance (AAA), a US-based industry group, announced plans to “change the narrative and position animal agriculture as a solution to reducing our environmental footprint and improving our planet for generations to come.”  For Jacquet, though, such promises are little more than reputation management. “That’s what these people in these positions are paid to do”, she says, referring to trade associations such as the IMS and AAA. She adds: “They’re paid to comfort us. They’re paid to get us to not think hard and deeply about the industry. They’re paid to assuage our worries. And they’re paid to tell regulators: ‘Don’t worry, we’ll self-regulate. We’ll do a good job. You don’t need to worry about us. We are good actors.’

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