Heavy Meat Eaters Eat Veggies When Given the Choice

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The meat industry is one of the leading drivers of the recent spat of fires in Brazil, and globally the meat industry is a major factor in the climate crisis. If we’re going to avert catastrophe we’re going to need people to change their diets in one simple way: cutting out meat. If people don’t want to cut out meat entirely, that’s ok, as long as they reduce their meat consumption. As a society we can reduce everyone’s meat consumption very easily by just providing meatless meals in cafeterias.

Emma Garnett and her colleagues at the University of Cambridge, UK, collected data on more than 94,000 meals sold in 3 of the cafeterias at the university in 2017. When the proportion of meatless options doubled from one to two of four choices, overall sales remained about constant. But sales of meat-containing meals dropped, and sales of vegetarian meals, such as “wild mushroom, roasted butternut squash and sun blushed tomato risotto with parmesan”, rose 40–80%.

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