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The only ones 'turning conventional meat industry on its head' are going to be researchers in private R&D turning up synthetic meat products from animal cultures or plant cultures. This article is silly, imo it reminds me of the hipster side of vegetarianism/veganism rather than the philosophical side; Convictions are a convenient aesthetic. Besides in the case of free-range, well that's out the window even faster because of climate change.
> researchers in private R&D

this or insect farmers. otherwise i agree, these "ethical butchers" are a joke in regard to the ethical morale behind vegeterians/vegans. i'm not saying you can only be a veggie/vegan if you love animals but please don't use this topic to advertise yourself.