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

A Masters of Beef Advocacy program teaches scientific sounding' arguments on cattle's sustainability in an all-out public relations war

The US beef industry is creating an army of influencers and citizen activists to help amplify a message that will be key to its future success: that you shouldn't be too worried about the growing attention around the environmental impacts of its production.

In particular, it would like you not to be especially concerned about how meat consumption needs to be reduced if we are to avoid the most violently disruptive forms of planetary heating (even if all fossil fuel use ended tomorrow).