This social initiative aims to encourage members of the public to consume less red meat, in a bid to protect the environment. In addition, consuming less red meat is also better for one’s health.

Research has shown that the rearing of red meat (eg. Beef, duck, mutton) emits more harmful gases into the environment as compared to other kinds of meat. The harmful effects of agriculture on the environment have also been highlighted in Al Gore’s book, ‘An Inconvenient Truth’. Not many people know that red meat is particularly harmful to the environment, and this initiative aims to raise awareness about this fact.

The intention of this initiative is not to encourage vegetarianism, we are only trying to ask the public to consume less red meat to save the environment (they can still consume other meats like chicken and fish). Around the world, there are also similar initiatives being carried out (e.g. Meat free Monday http://www.meatfreemondays.com/)

Join in the initiative here: http://on.fb.me/xUBwPu