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Telling meat-eaters bacon is off the menu won’t work – here’s a better way

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A breakfast sandwich of sausage, bacon and egg has a carbon footprint equivalent to a 12-mile drive. This is according to a campaign group called the Eating Better Alliance. In terms of public health messaging this, while accurate, may well be the moment millions of carnivores show two fingers to our decaying world and order second helpings.

Similarly with alcohol, I feel sure the battle to win heavy drinkers round was partly lost the moment it was announced that no level of drinking was safe. It is technically true but, exacerbated by a fulminating press, drinkers everywhere rolled their eyes and ordered doubles.

I write this as a moderating drinker and a committed vegetarian. I stopped eating meat because I looked into a soon-to-be-slaughtered lamb’s terrified eyes and knew for sure that I never wanted another animal to die to feed me. I can live off plants quite nicely. It is nothing to do with saving the planet, but I’m happy to be of assistance.

I think back to the year I spent working for my dad’s scaffolding company. I drove lorries around all day, often eating bacon sandwiches as I did so. Imagine the harm I was doing. I’m sorry for my sins. But, my word, I performed heroics in those transport cafes. My colleagues were hardened Black Country and Brummie men who weren’t minded to respect me, this entitled middle-class nancy boy, soon to be university-educated, and never to be seen or heard of again. And who could blame them? But, I promise you, I won their admiration when we dined.

I couldn’t drink........

© The Guardian