Meat is everywhere in our lives. From juicy burgers on a summer barbecue, a pepperoni pizza on movie night, dried sausages at your after-work drink, to a comforting stew on a cold winter night. But in the last couple of years, a series of events and trends has changed people’s relationship with food – and with meat in particular. Staying oblivious to this new reality and tightly holding on to what you know is a recipe for failure. The question is, how can we stay appealing in an ever-evolving culinary context.