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Is Beef the New Coal? Climate-Friendly Eating Is on the Rise

May 14, 2021, 10:19 AM

Eleven Madison Park, a top Manhattan restaurant, is going meatless. The Epicurious cooking site stopped posting new beef recipes. The Culinary Institute of America is promoting “plant-forward” menus. Dozens of colleges, including Harvard and Stanford, are shifting toward “climate-friendly” meals.

If this continues — and the Boston Consulting Group and Kearney believe the trend is global and growing — beef could be the new coal, shunned by elite tastemakers over rising temperatures and squeezed by increasingly cheap alternatives.

“Beef is under a whole lot of pressure,” said Anthony Leiserowitz, director of Yale University’s Program on Climate Change Communications. “It was the shift in ...