#CelebrateMeat: How Responsible Meat Production Deserves Celebration

In 2021, amidst growing concerns and debates surrounding the environmental and health impacts of meat consumption, we decided to take a stand. Instead of joining the calls to cancel meat, we launched a campaign that aimed to change the narrative by focusing on the importance of responsibly raised meat. This campaign, #CelebrateMeat, was our way of shining a spotlight on how meat—when produced with care and responsibility—is not just worth eating but worth celebrating.

The Spirit of the Campaign

#CelebrateMeat was born out of a desire to shift the conversation from elimination to elevation. Over the course of the campaign, we featured a different meat or poultry item each month, highlighting the high standards we believe should define meat production. These items weren’t just about great taste; they were produced in ways that benefit human health, promote animal welfare, and positively impact the environment.

Our goal with #CelebrateMeat was to use the collective voices of our community—chefs, consumers, and producers—to spark a larger conversation about why responsibly raised meat deserves a place on our plates. We aimed to inspire chefs and consumers to reevaluate the farming systems they support and to encourage other producers and farmers to adopt better practices that prioritize flavor, sustainability, and ethical treatment of animals.

The Case for Better Meat

One of the central arguments against meat is that it’s harmful to the planet. Critics often point to industrial, feedlot-based meat production, which indeed involves environmentally destructive practices like excessive use of chemical fertilizers, pesticides, and fuel to grow crops for livestock feed. These practices can deplete the soil, contribute to water pollution, and release large amounts of carbon dioxide into the atmosphere.

But through #CelebrateMeat, we addressed an important point: eliminating livestock from farms and shifting to a plant-only diet is not the solution—it merely redirects the problem. Without livestock, our agricultural ecosystems lose balance. Monoculture crops, grown at the scale needed to support widespread plant-only diets, strip the soil of biodiversity and contribute to environmental degradation. By integrating livestock into our farming systems, we protect and enhance the health of our soil, sequester carbon, and produce meat that is flavorful and better for the planet.

Spotlighting Experts and Culinary Masters: Chef and Expert Videos

A key element of our #CelebrateMeat campaign was the collaboration not only with chefs but also with a range of experts who share our commitment to responsible meat production. Through a series of spotlight videos, these culinary masters, along with renowned experts like Dr. Allen Williams of Understanding Ag, doctors, and other thought leaders, showcased the exceptional flavor, quality, and health benefits of responsibly raised meat.

These contributors shared their perspectives on why meat should be celebrated, not canceled. The chefs highlighted how using better meat elevates dishes to new heights, while experts provided deeper insights into the environmental, health, and ethical dimensions of responsible meat production. Their collective voices added depth and credibility to our campaign, reinforcing the message that meat—when raised right—deserves to be celebrated.

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