0beef

Why beef and lamb? Why not all meats or all animal products?

The evidence is clear – humans and organisations are much quicker to make small, logical changes (dropping beef and lamb) than large ones (dropping all animal products).

However, once a small change is made and emotionally “owned”, it snowballs.

This is why so many people and organisations have gone from #0beef to vegetarianism and plant-based diets. It may not be the direct route, but it’s frequently the fastest.

Prior to pausing during COVID-19, #0Beef was featured in The Sunday Times, was endorsed by Sir Paul McCartney and Peter Gabriel, and supporters included the University of Cambridge, Goldsmiths University, and numerous schools. #0Beef is now starting up again, and is recruiting a Campaign Coordinator to run the show!