ABSTRACT
This chapter explores the mythology of humane and sustainable meat. It begins by reviewing one of the most critical pieces of that mythology: Michael Pollan and Joel Salatin’s promotion of the idea of “humane” and “sustainable” meat. It discusses the role of Allan Savory in crafting the meat industry’s new self-image as the solution to climate change. After discussing the fantasy of regenerative grazing in popular agricultural lore, the chapter examines how this fantasy has been adopted as a marketing campaign by Walmart, McDonald’s, and Cargill. Finally, it concludes with some reflections on the meat industry’s strategy of chameleonism and the need for political economic critique.
