Yes, I think it’s vital to avoid thinking in absolutes over carbon footprints if we are to make real progress. We can argue endlessly over the “necessity” of consuming meat, but that becomes a distraction. Many things are not “necessary”, but most people are not realistically going to live in caves wearing carbon neutral hair shirts.

We need to continue increasing transparency on the impact of different animal products, so consumers can make informed choices. While also accepting they may not always be perfect.