Because of this focus, a smaller meat industry could actually produce more revenue. Organically-produced meat is a niche product now, and an expensive one. Organically-produced meat could well emerge from its niche and become mainstream. That could be an opportunity for the meat industry overall, not a threat. If people effectively eat less, the market inevitably shrinks.
Safety is the second way in which the meat industry is failing to listen to customers.
From listening to my customers, I know that safety is now paramount with them. This is true all over Europe, where as you know we have had in recent years a number of well-publicised food scares. But I think it is also true in America. They will win because they have the power of the purse, and they are now fully determined to use it. So it is in the vital interest of the meat industry that customers are fully and properly informed of the scientific facts about meat.