Sustainable beef and lamb farmers want people to become ‘Bettertarians’

Sustainability agencies Republic of Everyone and The Bravery are encouraging consumers to have a better idea of the food they’re eating in a campaign designed to create awareness of Target 100, a sustainability initiative of the Australian beef and lamb industry.

Featuring chef and TV personality Darren Robertson, a judge on Recipe to Riches, and sustainable food advocate Rebecca Sullivan, the campaign tracks their journey from paddock to plate as they encourage consumers to ask questions about where their food comes from.

The campaign launched with a 30-second teaser video which introduces the food philosophy of being a “Bettertarian”.

https://www.youtube.com/watch?v=zg-9gfVebFM&feature=youtu.be