The world can’t afford the rise in global beef consumption that experts predict - while wealthier nations, whose residents have the most emissions-intensive diets, could make rapid climate gains by choosing to eat less.

This narrative is one that industry-aligned interests badly want to extinguish. Through blog posts, videos, educational assets, op-eds, TV ads, social media campaigns, trained influencers and other channels - many described here for the first time - the industry is trying to convince us all of what the science definitely doesn’t show: that dietary change has no role in climate strategy.