With fashionable vegan hamburger patties making headlines around the world, it might seem our farmers' goose is cooked.
The decline of meat consumption would certainly be a worrying prospect for New Zealand's $10 billion red meat industry. If it was happening.
But it isn't, at least not anytime soon.
In fact, the global appetite for meat continues to rise steadily. The United Nations Food and Agriculture Organisation (FAO) has forecast a 15 per cent rise in meat consumption between 2017 and 2027. It also predicts a 20 per cent increase in the global meat trade.
The media's focus on