The Meat Paradox: 'Brilliantly provocative, original, electrifying' Bee Wilson, Financial Times - Rob Percival (Paperback) 19-01-2023

Our future diet will be shaped by diverse forces. It will be shaped by novel technologies and the logic of globalisation, by geopolitical tensions and the evolution of cultural preferences, by shocks to the status quo - pandemics and economic strife, the escalation of the climate and ecological crises - and by how we choose to respond. It will also be shaped by our emotions. It will be shaped by the meat paradox. 'Should we eat animals?' was, until recently, a question reserved for moral philosophers and an ethically minded minority, but it is now posed on restaurant menus and supermarket shelves, on social media and morning television. The recent surge in popularity for veganism in the UK, Europe and North America has created a rupture in the rites and rituals of meat, challenging the cultural narratives that sustain our omnivory. In The Meat Paradox, Rob Percival, an expert in the politics of meat, searches for the evolutionary origins of the meat paradox, asking when our relations