“If the sound of beef sizzling on the grill brings tears to your eyes, you’re a real beefatarian.”
That’s the opening line of a TV ad produced by a European advertising campaign called "Proud of European Beef." Just more advertising silliness? No, because the European Union is paying 80% of the cost of it.
The United Nations Food and Agriculture Organization’s 2013 report "Tackling Climate Change Through Livestock" states that beef contributes 41% of the greenhouse-gas (GHG) emissions from the entire livestock sector, and also has the highest emissions intensity — that is, the highest GHG emissions per unit of protein — of any animal products.