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Less is More

Sustainable-minded consumers – especially the demographic group Millennials born between1982 and 2004 – are cutting back on meat due to perceived health and animal welfare concerns. To make matters worse, the global meat industry is forced to go on the defensive and are now contemplating whether or not to proactively react to the high profile study by the WHO’s International Agency for Research on Cancer. However, when everything is said and done, the WHO’s conclusions need to be taken with a grain of salt.

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