The industry-led initiative is aimed at countering what it describes as 'current misinformation directed at the beef sector'
It says meat production is 'one of the most destructive ways in which we leave our footprint on the planet'
The current food system is causing major environmental problems
The company worked with the University of Michigan to compare the environmental impact of plant and animal proteins
What is the 'darker side' of clean meat production?
They could look at more sustainable ways of farming
The Woolworths 'joke' has sparked debate between vegans and meat eaters