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Steaks Could Soon Become Champagne-Like Luxury

·1 min read

(Bloomberg) -- The boss of Europe’s top meat processor said beef will become a luxury like champagne because of the climate impact of producing it.

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“Beef is not going to be super climate friendly,” Danish Crown Chief Executive Officer Jais Valeur said in an interview with Danish newspaper Berlingske. “It will be a luxury product that we eat when we want to treat ourselves.”

Valeur said pork would be a more climate-friendly protein. Danish Crown is one of Europe’s largest pork producers, although it is also a player in the beef market.

Meat companies are coming under pressure to curb greenhouse gases, with 57% of all food industry emissions coming from making animal products, according to one study. Tackling methane emissions from livestock is one of the most critical climate challenges for producers.

A group of three non-profit organizations in Denmark are suing Danish Crown for allegedly misrepresenting its climate footprint in a marketing campaign that says pork production is “more climate friendly than you think.” Danish crown said it isn’t misleading consumers.

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