EDITORIAL:
Impossible Burgers and other miracle meat substitutes have captured the public's imagination and prompted some soul searching about New Zealand's economic reliance on animal protein.
But, as today's feature read points out, even though New Zealanders eat less meat than a decade ago, global demand for meat continues to rise.
What's easy to miss amid the hype about sophisticated urban food trends is that the rise of the middle class through Asia and Africa has seen appetites for red meat soar.
So while in New Zealand beef and lamb consumption has fallen, 38 per cent and 45 per cent respectively, in the past 10 years the trend doesn't spell doom for our $10 billion red meat industry.