Bruce Friedrich argues the only way to tackle the world’s insatiable but damaging craving for meat is like-for-like replacements like cultivated and plant-based meat

For someone aiming to end the global livestock industry, Bruce Friedrich begins his new book – called Meat – in disarming fashion: “I’m not here to tell anyone what to eat. You won’t find vegetarian or vegan recipes in this book, and you won’t find a single sentence attempting to convince you to eat differently. This book isn’t about policing your plate.”

There’s more. Friedrich, a vegan for almost four decades, says meat is “humanity’s favourite food”.