Mitigating Demand for Animal Protein

(Global meat consumption 1961-2009)

Meat Society: Number 11 in a series exploring issues related to curbing demand for animal products, an important climate change solution for individuals and nations alike, especially in Western states where meat and diary consumption dwarfs other regions.

Excerpt from Meat Climate Change: The 2nd Leading Cause of Global Warming by Moses Seenarine, (2016). Xpyr Press, 348 pages ISBN: 0692641157 http://amzn.to/2yn7XrC

Eliminating subsidies for domesticates and feed crops would increase the price of livestock products and lower the intake of food animals. Placing limits on advertising and warning labels, as with tobacco products, would likewise curb demand. On average, a 10% spike in the price of cow flesh results in a 7.5% lowering of intake, and around 35% of carnists admitted that when chicken prices rise, they simply eat more vegetables.(652)

The UN Food and Agriculture Organization (FAO) published a report in 2013 on reducing carbon emissions in livestock production FAO 2013 authors admit that with the burgeoning volume of domesticated food animals, complementary measures may be needed to ensure that overall greenhouse gas (GHG) pollution is curbed. Yet, oddly enough, the report provide few details on how to achieve this reduction, thereby ignoring a vast body of research that shows how mitigating demand for animal flesh could feed larger numbers of people with less GHG pollution. 

For over five decades, numerous institutes and research reports have demonstrated that cutting consumption can significantly reduce climate-altering discharges from the animal agribusiness sector. There were stacks of books published from the 1960s to the 1990s on animal-based diets and the environment. For instance, Ruth Harrison, in 1964(653); Frances Lappé, in 1971(654); Robbins, in 1987(655); Fiddes, in 1991(656); and Rifkin, in 1992.(657) These early works were influential and clearly linked carnism with environmental devastation.

Less well-known, but equally critical academic analysis was conducted by Joan Gussow and Katherine Clancy in 1986(658); Ehrlich, Ehrlich and Daily, in 1995(659); Burning and Brough in 1991(660); Joan Gussow, in 1994(661); Robert Goodland, in 1997(662); Michael Fox, in 1999(663); and Subak, in 1999.(664) These early investigations were based mainly on narrative, demographic, and ethnographic data since there was a general lack of primary research on the sector's climate-altering gases.

At the beginning of the 21st century, a flurry of scientific papers began to probe the impact of diet and livestock on ecosystems, providing the missing primary data. Namely, in 2000, research by Renault and Wallender,(665) and Dutilh and Kramer(666) were published on water productivity and energy use in the food animal sector.

In 2003, Wirsenius,(667) Leitzmann,(668) Pimentel and Pimentel,(669) and Reijnders and Soret(670) conducted primary research on metabolism, nutrition, water use, protein choices and other aspects of livestock production. In 2004, Rattan Lal measured carbon outflows on farms(671), and in 2006, Eshel and Martin calculated the climate-altering pollution from various diets.(672)

This valuable body of pertinent scientific research was widely available before FAO's 2006 and 2013 assessment of GHG emissions from animal agribusiness. Peculiarly, the popular environmental literature and volumes of primary data on demand-side analysis were both ignored by the UN authors. Moreover, since the vast majority of people on the planet already eat a climate-friendly, plant-based diet, then it makes sense for the FAO to concentrate on transforming livestock over-consumption.

By way of illustration, a team of Italian researchers noted that a plant-based diet based on organic products has the smallest environmental impact. Their findings, published online in 2006, showed that cow carcass had the greatest impact, along with cheese, fish, and cow's milk.(673) This and many other studies were ignored by the FAO. The mitigating demand approach, based on personal action, helps to solve the food crisis, and social inequalities as well. The UN food agency refuses to come to grips with the larger issue of the inefficiency of animal-based diets, and by all odds, the Earth could support larger numbers of people for a given area of land farmed if humans ate lower on the food chain.(674)

In 2007, McMichael's team investigated ways to reduce the impact of livestock production on the environment and concluded that current efficiency measures were not producing the magnitude of amendments required to sufficiently impact GHG footprints. The most equitable way was a constriction and convergence policy. The team concluded that Western countries should considerably reduce their red meat consumption, and developing countries should not surpass this lower target.(675)

Demand-moderating policies are vital because of the overall low potential for reducing agricultural GHGs by technological means. Besides, there are inherently large land requirements for ruminant flesh production. So what humans eat does matter.(676)

Based on improvements in scale, the FAO's strategies for 30% GHG reduction have increased vulnerability and negative side-effects. Even if, somehow, efficiency improves and yield gaps are closed, the projected demand for food animals will continue to drive agricultural expansion.(677) Mitigating demand is an effective way to reduce the sector's climate-altering gases, but is not entertained by the leading food authority in the slightest.

FAO 2006 projects that the global agricultural area may expand by 280m ha (1m sq mi) in 2030, from the current 5.1b ha (20m sq mi) to 5.4b ha (21m sq mi). One team used these estimates and assumed a minor transition towards vegetarian food, with a 25% diminution in animal consumption, and a somewhat lower food wastage rate. In this scenario, land use drops to 4.4 billion ha (17m sq mi), and land use in high-income regions dwindles down further by about 15%.(678)

Demand-side measures offer a greater potential of 1.5 - 15.6 Gt CO2e per year in meeting food security and GHG emission challenges, than do supply-side measures. The latter offers only 1.5 - 4.3 Gt CO2e per year at carbon prices between $20 and $100.(679) At the national level, in the UK, for instance, the average diet embodies 8.8 kg (19.4 pounds) CO2e per person every day. Eliminating food animals from the diet will lower food-related climate-altering discharges by 35%.(680)

The UN food agency encourage public subsidies for the cattle industry to increase efficiency, but to help mitigate the escalating environmental impacts of cow carcass production, the FAO should instead call on governments to should stop subsidizing cow flesh production, and cease the promotion of cattle consumption. Governments should also regulate and control the future expansion of soybeans and extensive grazing.(681)

In an evaluation of processed protein food based on soy-beans and animal protein, researchers observed a variety of environmental impacts associated with primary production and processing. Notably, the impacts for animal flesh were four to 100 times greater than that vegetable protein, while the comparison of cheese impacts ranged from 5 to 21 times greater than vegetables. And, the energy use for fish protein was up to 14 times larger than protein of vegetable origin.(682)

Mitigating demand for animal protein is an effective way to reduce GHGs, but the FAO and other UN climate reports ignore this approach. The German consumer protection organization, Foodwatch, calculated that shifting from a conventional diet based on animal flesh and cow's milk, to a conventionally-raised vegan diet would reduce GHG pollution by 87%, while shifting to an organic diet containing animal carcass and cow's milk would only reduce emissions by 8%. By contrast, a 100% organic vegan diet would reduce GHG pollution by 94%.(683)

If humans restricted their diet to primary producers – eating plants, instead of eating the herbivores, fish and other animals that eat plants - the Earth could support much larger populations of people. Plus, there would be comparatively less land degradation because fewer acres would be needed for food production. 

For demand-side animal protein measures to work, given the difficulties in implementation and lag in their effectiveness, policies and reforms should be introduced quickly. Also, mitigation programs could be integrated with other plans of actions, such as improving environmental quality and dietary health.

Chapter 17: THE POLITICS OF MEAT, pages 173 - 4.

Structural Demand for Animal Flesh

Meat Society: Number 10 in a series exploring issues related to curbing demand for animal products, an important climate change solution for individuals and nations alike, especially in Western states where meat and diary consumption dwarfs other regions.

Excerpt from Meat Climate Change: The 2nd Leading Cause of Global Warming by Moses Seenarine, (2016). Xpyr Press, 348 pages ISBN: 0692641157 http://amzn.to/2yn7XrC

The social and structural factors of animal consumption are rarely looked at. Also, due to conflicts of interests, the world's leading food authorities cannot, and do not, question any of the aspects of structural demand they promote. The production of food animals is not simply a direct response to consumer demand, since production and intake are affected by (i) government subsidies; (ii) industry groups, such as the councils and trade associations for cows, pigs, chickens, etc.; (iii) national nutritional guidelines; (iv) schools and organizations; (v) advertising and popular culture; (vi) business and private interests; (vii) communities and traditions; and so on.

Indeed, political economists have long argued that the economic elite control consumer preferences through means of social, psychological, and cultural manipulation. Particularly, consumers are manipulated through the use of advertising.(639) And, curiously, the food animal industry' promotional messages are considered by the US Supreme Court as “government speech.”

The livestock industry is capable of manipulating food preferences because it is extremely powerful and consolidated. In the US alone, the sales of animal flesh was $186 billion in 2011, more than the GDP of Hungary or Ukraine. On top of this, according to the American Meat Institute, “Meat and poultry industry impacts firms in all 509 sectors of the U.S. Economy... (and) generates $864.2 billion annually to the U.S. economy, or roughly 6 percent of the entire GDP.”(640) 

In contrast to this vast sum, all vegetables, fruits, and nuts combined sold $45 billion in 2011, almost four times less than what livestock products earned. The combined sales of beans, peas, and lentils, which are animal flesh substitutes, were 140 times less than livestock products.

In 2015 alone, the cattle carcass industry spent $39 million of the government-created, checkoff program revenues on “consumer public relations,” “nutrition-influencer relations,” and countering “misinformation from anti-beef groups.” The industry calculated that the checkoff program resulted in Americans eating 11.3% more cow carcass. As a trade magazine boasted in 2013, “The beef industry has worked hard to create the love affair that Americans have with a big, juicy ribeye.”

The pig industry’s “The Other White Meat” tagline is the fifth-most recognized advertising slogan in the history of American marketing. And, it had the blessings of the USDA. After the campaign was launched in 1987, sales of pig carcass climbed 20% for five years.(641). Not to be outdone, one of the cattle industry’s websites boasts of their advertising clout, “In the minds of the many consumers hearing that question [‘What’s for dinner?’], a dominant answer has been planted: Beef. It’s what’s for dinner. Not just planted, in fact. Watered, nourished and cared for over the past two decades.”(642)

Generic advertising campaigns by livestock producers is augmented by promotions from food animal vendors, such as restaurants. McDonald’s is the largest cow carcass buyer in the US and many other countries. This transnational food corporation (TFC) spent $1.37 billion on advertising in 2011, and sold about seventy-five burgers per second each day, worldwide. The most frequent advertising spot on children’s Saturday morning television is McDonald’s, and the second is Burger King. Not surprisingly then, after Santa Claus, Ronald McDonald is the most recognized figure for American kids.

The industry also works hard at disassociating domesticated food animals from the products produced by animal-based TFCs. For instance, food animals and the conditions under which they live are rarely represented in flesh, egg, and milk advertising. Instead, the absent referents and actual subjects are objectified and hidden through the use of language and images centered on the indulgent aspects of food animals' preparation and consumption.

In contrast, there are no checkoff program for plant-based foods, or trade associations that represent all fruit, vegetable, bean, and lentil growers. Consequently, according to the US deputy secretary of agriculture, producers of fresh fruits and vegetables “have traditionally been under-represented in farm bill policy.”(ibid) Moreover, the few promotions that do encourage eating more vegetables operate with much smaller budgets than livestock campaigns. For instance, the "5 A Day for Better Health" promotion developed by the National Cancer Institute and the Produce for Better Health Foundation in 1999, had a budget of less than $3 million.

In effect, production generates consumption because livestock producers, processors, and marketers have cultural hegemony, that is, control over the values and beliefs of a culture. From this perspective, the structural power of the animal carcass industry is a major determinant of levels of animal consumption.

Cronon’s analysis of how the US animal carcass industry grew throughout the 19th Century by transforming American agriculture demonstrate that consumer habits are greatly influenced by powerful corporate interests.(643) Indeed, few economic institutions affect human communities and natural ecosystems in the modern capitalist world to a larger extent than livestock and feed commodity markets.

Diet can be viewed within a historically formulated understanding of a given social system. It is an evolutionary product of environmental conditions and of the basic forces, especially the social institutions and social relations, that effectively determine their use.(644) Variation in what people eat reflects substantive variation in status and power. Diet fundamentally characterize societies that are internally stratified into rich and poor, sick and healthy, developed and underdeveloped, overfed and undernourished.

Social structural factors form the context in which psychological factors for demand and choice operates.(645) Numerous research papers show that social psychological factors, such as values and beliefs, have a greater influence on consumer demand for various food types, than do demographic and economic factors.(646)

According to McCracken, the creation of social distinctions, such as class, race, and occupation, is supported and authenticated through material objects.(647) Therefore, variation in consumptive patterns may be expected among individuals in different social categories. Differences in food consumption patterns may distinguish one social group from another and these consumption patterns may reproduce social differentiation.(648) These are some of the structural factors driving the overconsumption class.

Biological sex has a strong influence on animal consumption, as well. Gossard and York ascertained that women consume substantially less total carcass than men, 74 grams (2.6 oz) a day less.(649) What's more, females consume less cow carcass, almost 17 grams (0.6 oz) a day less, which is considered a “powerful” and masculine food.(650) Newspaper representations of men, food and health indicate a persistent adherence to hegemonic masculinities predicated on health-defeating diets, special occasion cooking of hearty meals, and a general distancing from the feminized realm of dieting. At the same time, men are constructed as naive and vulnerable when it comes to diet and health, while women are viewed as experts.(651) 

Clearly, there are compelling structural factors operating to influence individual and group diet, and tremendous potential for mitigating demand through a transformation in values. However, there is a lack of information on policies and related social and psychological aspects for this transformation.

Chapter 17: THE POLITICS OF MEAT, pages 171-2

losing trump

for four very long years

a thick, blinding fog of hate 

blanketed the landscape

from ocean to ocean

no one could escape

raging dark clouds above

suffocating liberal life below

returning us to an unequal past

ending decades of progress

with freedom to openly detest

minorities and immigrants

classism, sexism and racism 

masking as right-wing populism

november 3rd arrived

resistance was on the line

to stop the right-wing tea party

la raza showed up in arizona

brothas and sistas turned out

in michigan, georgia & pennsylvania

the orange menace lost

biden and harris won

what a mega relief

this clown's election defeat

progressives can take a breath

after four hair-raising years

suffering from maga grief

a con's tsunami of lies

from morning to eve

a 24-hour media spectacle 

celebration of mediocrity

feelings and certitude of ignorance

racist signaling day and night

to the low-melanin, christian base 

from obama's birthergate

and 'grab 'em by the pussy'

to chants of 'lock her up'

and 'build that wall'

from a muslim travel ban

'people from shithole countries'

and mass roundups by ICE

to family separation at the border

putting children in cages

revoking protected status

for immigrants facing persecution

stopping asylum-seekers

and ending DACA

from 'good people on both sides'

leaving the paris accord

and environmental rollbacks

to ignoring the 'chinese plague'

and 'stop the steal'

the buffoon dance is over

after taking a deep breath

the left must begin to agitate

organize like never before

because the populist tea party is ongoing

70 million raging maga dancers 

await another bigoted pied piper 

who can play them the same tune