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I think the biggest problem with our food system today is our focus on the actual physical financial price of meat – so what I mean is, the nickel and dimes of meat – so it’s all about the cost rather than the real cost and the externalities, so we’re looking for what the consumer actually pays. That has to go together with the inaccurate and inappropriate labeling and claims made around meat. So those two interact, because I think if we give the consumer the real choice, and we give them the truth, the consumer will do the right thing and pay that little bit more for the right food.
Video Length: 0:47