Grass-fed beef

What kind of business wants customers to buy less? The beef business, or at least, one tiny corner of the beef business. Mark Shelley is an environmental film-maker turned cattleman who raises grass-fed beef near Carmel, California. The methods he and many others have adopted make beef far less environmentally damaging than industrial methods. Quite apart from anything else beef is, as Mark puts it, "the big elephant in the room" when it comes to climate change. Anything to address that ought t...