Unfortunately, for many years now, misinformation about meat has been wrongfully preached by nutritionists using data from old, poorly conducted studies and also those with an agenda, then loudly sensationalized by the media. I think the meat industry has been way too passive for much too long. You can see what has happened with beef consumption, how long before pork starts to decline in a similar fashion? The only way to fight all that misinformation is to bombard consumers with the truth. I think there are some ways the industry can effectively stop the negative tide and then push forward. I would like to see a meaningful industry wide campaign aimed at consumers pointing out the facts, that with common sense, meat is a very important and beneficial to a healthy diet, that meat is packed with need nutrients, that livestock impact on GHGs is negligible, even more so when considering how much more GHGs there would be if that same land was "developed". What would be nice to see is point of sale ad posters, fact pamphlets, and brochures at all retailers, get people out there and go around posting the info at store level, use increased sales as the carrot. Run a media advertising campaign using meat loving athletes in the ads that extol having real meat in their diets, not over processed, loaded with chemicals, fake meat, there are many avenues that can be explored. I'll get off my soapbox now. Best regards, Frank Kolton