Scott Lively is the co-founder of the largest organic and grass-fed beef producer in the United States, Raise American, and is the author of a new book, For the Love of Beef: The Good, the Bad and the Future of America’s Favorite Meat. America has a massive appetite for beef. It’s a $111 billion-a-year industry that accounts for almost 5.4 million jobs, and Americans consume about 57 lbs. a year per capita. In his book, he makes the case that a more sustainable meat industry can solve many of the environmental issues associated with concentrated animal feeding operations (CAFOs) which produce about 85% of the steak and hamburger in the U.S. The key, according to Scott is a move to a grass-fed cattle raised in a far more distributed production system.

Scott’s book also details many misleading marketing claims made around beef, from the vague use of terms like “organic” and “Angus,” that are often used to justify higher costs. His book is a useful guide to seeing through marketing claims about beef and explains some potential paths to a less harmful meat industry. You can find For the Love of Beef: The Good, the Bad and the Future of America’s Favorite Meat at Amazon and local bookstores.

Editor's note: This episode covers a controversial topic that reflects each our opportunities to make a difference, environmentally and ethically; we urge to listen with an understanding that many people who still eat meat are seeking less environmentally impactful options.