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‘Less but better’ meat is a sustainability message in need of clarity

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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Fig. 1: Global consumption of beef, pork and poultry from 1961 to 2013.
Fig. 2: Quality aspects that can be used to define ‘better meat’.


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Correspondence to Kajsa Resare Sahlin.

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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).

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