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Because meat (particularly beef and lamb) is environmentally disastrous and ethically problematic, but a majority of people really like the taste and wouldn’t want to give it up.

Hence the desire to make a product that tastes like meat but is less environmentally damaging and doesn’t have the same ethical concerns.

You may not like the implications (as someone who really enjoys meat, I don’t) but the environmental arguments against red meat are pretty compelling.




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