The meat industry may have enlisted environmental groups to persuade people to “feel better” about eating beef, despite the sector’s ballooning emissions of climate-heating pollution, according to a public relations strategy document.
The plan, created in 2021 by MHP Group, a London-based communications agency, was addressed to the the Global Roundtable for Sustainable Beef, an umbrella organization comprised of beef-related companies such as restaurant chain McDonald’s and Brazil-based JBS — the world’s largest meat-packer.
