The Guardian: ‘Not anti-beef but pro-planet’: recipe website reveals it secretly took cows off the menu.
Interesting update here from a food/recipe website. (Full disclosure – I am not specifically familiar with this food website, and have not specifically tracked their work in the past, although it appears to have a fairly extensive catalogue of recipes, and a significant user base.) They stopped adding/promoting recipes that contain beef – although some older recipes will remain visible for the time being.
The food website Epicurious will no longer feature beef in its recipes, in an effort to help drive more sustainable consumption.
The decision to cut cows from the menu was announced on Monday, but the organisation is confident readers will not miss the meat – because it actually made the change a year ago and has not published a beef recipe since.
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“We know that some people might assume that this decision signals some sort of vendetta against cows – or the people who eat them. But this decision was not made because we hate hamburgers (we don’t!). Instead, our shift is solely about sustainability, about not giving airtime to one of the world’s worst climate offenders. We think of this decision as not anti-beef but rather pro-planet.” (Bold mine).
The Guardian
One of the interesting pieces with this change is that it was made a year ago, without an announcement, and they have been watching the results, which have been positive over this test period. Their conclusion: people want great recipes – regardless of whether they have red meat in them or not. Not sure if they are planning on testing this theory further, but I would guess (and would love to see the data) on what would happen if they continue to shift their focus toward vegetarian and vegan recipes – which appears to perhaps be in their future. Some hints on their website appear to suggest that dairy may be the next to get cut, but that is only speculation, at this point.
If their followers simply love great recipes, what might they (and countless other recipe websites) offer if they switched – either further or completely – to plant-based recipes?
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More details on their decision can be found here.
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