| Hey everyone. Happy Sunday. Do you like meat? Do you especially like ruminant meat: beef and lamb and bison? Yeah, me too. Unfortunately, as you've probably noticed, our red meat consumption has been under assault from all angles. Even though we've been dining on ruminant flesh for millions of years—back even when we weren't very good at hunting the animals ourselves and had to be satisfied with smashing and scraping leftover bones and skulls from other, more accomplished predators but we still did it because it is that nutrient-dense and delicious—the "experts" and "authorities" are trying their best to convince everyone that meat is killing us, killing the planet, and killing our souls. Sacred Cow, an upcoming book by Diana Rodgers and Robb Wolf, represents a different perspective. It's the perspective that meat is healthy for our bodies and can be healthy for the environment. That a sustainable food system cannot exist without animals involved. That death is unavoidable, but the life leading up to that cow's final moment can be far, far better and more ethical. There's a documentary coming, too. Here's the trailer. I've probably shared it before. That will be an important counter to propaganda like Game Changers. You can also listen to the podcast Robb and Diana did with Paul Saladino recently for a good overview of what it's all about and what's at stake. But the most important thing you can do is pre-order the book. That seeds the universe with intention. I know, I know, that sounds really silly and New Agey. Hear me out: Pre-ordering the book tells the publisher that the world needs this book. The publishing industry is already very skittish about the pandemic affecting their business, and they're being very careful about print runs. What you now and I know is that the pandemic has revealed to people just how vital true, local, regenerative agriculture and especially animal agriculture is to our health and robusticity. When meat was running low at the supermarket, you could still hit up your favorite meat guy at the farmer's market for anything you needed. When the mega-meat-packing plants were shutting down left and right, the small processor with 20 workers at a time stayed open. That small, nimble, regenerative model was more robust than the overtaxed industrial model. The pandemic has made works like Sacred Cow that much more necessary and relevant. So let the world know just how important it is. Plus, once you do, you can submit your receipt by July 14 and get $200 worth of bonus incentives. Anyway, that's my big focus right now. I think this regenerative agriculture movement has the potential to really change the world in a fundamental way—and not just the way we raise cattle, sequester more carbon, and have more happy (well, formerly happy) grass-fed ruminant meat at our disposal. This could shift us toward a better overall existence: More local control over food. More opportunities for entrepreneurs (many smaller ranching operations rather than several gargantuan ones). Less vulnerability to systemic shocks. More buy-in from ethical vegans and vegetarians, fewer people maimed by misguided attempts to "eat for the planet." More aesthetic pastures, less soulless monocrops. I would love to make this a reality, and I think it's a good time to make it happen. What about you? What do you think has the best chance to make a big impact on the world? What are you excited about, large or small? Tell me all about it in the Weekly Link Love comments. | 
