The aim is to win more converts to a meat-free diet - or at least a meat-light one, which, in addition to its health and animal rights benefits, also gives the environment a break by reducing the demand for livestock farming – the most resource-heavy form of food production with the highest carbon emissions.
Non-vegetarians can return-challenge the herbivores in October by asking them to give their lifestyle a healthy tweak too: walk to work, say, or cut out the booze.
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