The expression ‘less but better’ is used to guide Western meat consumption towards sustainability. Its definition, however, lacks clarity and may push meat consumption further from sustainable practices. The research community needs to provide a more informed explanation to consumers of what is ‘less’ and what is ‘better’.
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Resare Sahlin, K., Röös, E. & Gordon, L.J. ‘Less but better’ meat is a sustainability message in need of clarity. Nat Food 1, 520–522 (2020). https://doi.org/10.1038/s43016-020-00140-5
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DOI: https://doi.org/10.1038/s43016-020-00140-5
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