Análisis de la comunicación: insights y soluciones desde PROA


Desde estrategias innovadoras hasta soluciones prácticas, nuestro objetivo es proporcionarte las herramientas y el entendimiento para superar cualquier obstáculo en el camino hacia el éxito en comunicación.

The artificial meat and the necessary prior publicity

I comment an article published in Expansión quoting it, and my comments without quotes.

«Meat consumption has reached alarming levels.» Bullshit. Consumption has dropped, as has milk consumption. Thousands of farms were closed in Spain last year.

«Livestock accounts for 14.5% of total greenhouse gas emissions and takes up two thirds of agricultural land (with the consequent water consumption)». Another lie, the goats, sheep, do not pollute, they fertilize the fields and avoid the use of chemical fertilizers, clean the mountains and consume the stubble preventing fires and are necessary for the proper use of agricultural land after the harvest. They are part of sustainable agriculture.

«The World Health Organization recommends reducing weekly consumption of red meat to below 500 grams and minimizing the intake of processed meat. Isn’t what they want to sell us ultra-processed?

«In this context, it is not surprising that the search for alternatives to meat consumption is one of the big businesses of the future». That is what it is all about, doing business, whoever falls, but first the demonized propaganda against its consumption.

«This segment could move more than 127 billion euros in the next decade, according to Barclays». Another phrase to attract followers in case any of them is clueless figure that shows that will do what is necessary to eliminate competition that knew that there are animals.

«Against this background, the Spanish meat industry is already taking the necessary steps to minimise the impact of this trend on its business». I would say that they are sinking it, giving it a complex and trying to demonise it for their own benefit; by eliminating the meat, we would take away the competition.

«Currently, startups are imitating beef (whether in sausage, steak or hamburger format) as well as pork and chicken. Other companies are looking to emulate the taste and appearance of fish (Mimic Seafood) and even eggs (Just Egg)». If you have not noticed when you buy a cheap empanada, you must know that it has neither meat nor cheese, they are substitutes and they want to put us in the same trap.

«These products have the advantage of being more environmentally friendly, and can help in the transition to healthier and more sustainable diets». Again the rattle, the cheat and the siding with the healthy and environmental. That is already the loose stockbreeding in the countryside.

«The other big market niche is in cultivated meat. It consists of extracting a few cells from an animal, providing them with plant nutrients and making them grow. In this way, one animal produces the same meat as if hundreds or even thousands had been slaughtered».

Look at the ruse of the language and the subtle intoxicating message; that there are too many animals, that one is enough and that we stop killing them. «This allows, among other things, better control of the quality of each piece, thus minimizing the risk of pandemics such as mad cow disease». False argument, twisted, dropping that feeding us with meat we risk pandemics, to influence our minds and consume through the purity of artificial meat, the absence of evil.

«The ‘false chicken’ is trading upwards»

Yes, like the false Democrat, the false politician who manages the budget with his mind thinking the money belongs to no one, the children do not belong to the parents and twisting history to support his theses. The ‘no meat’ business took its first steps in the United States a decade ago. One of the first to break ground was Beyond. Founded by Ethan Brown, the company’s first product was Chicken-Free Strips.

«Disease-free steaks.» Another shot at cattle farming and the truth.

«Can you imagine a hamburger without fat, healthier, with the same taste (and price) as a conventional hamburger and also respectful of the Planet? To do this, it extracts animal cells and provides them with plant nutrients so that the tissue reproduces, generating more meat. The system allows for more exhaustive controls, choosing those specimens that have not been given antibiotics and minimizing the risk of animal-based pandemics». Another ill-intentioned trick to keep us away from animals and trust, to crush science, to put an end to meat once and for all and to throw us into their business with their exhaustive controls that keep us away from all evil, is to invent a future for their pockets. By the way, fat in food is essential for our organism.

We think of meat as eating proteins, and we are right, only that it has thousands of varieties of them, which inside the cells have a multitude of functions, such as structural support, enzymes, immunoglobulins, transport, forming part of the breath, etc. All these components in addition to those that I will mention are the nutrients of the meat. And no matter how much we are fooled by them, they are so complex that they can never be manufactured in a laboratory, nor can they be assembled to form a tissue like meat, nor can they have such wonderful properties. Even adenosine diphosphoric, the energy molecule, which would leave us its phosphorus after passing through the intestine. Or the tryptophan in ham, which makes us sleep better and raise our spirits.

The meat of crustaceans, fish, pigs, ours, are all composed of cells and within them we have nutritional components among which are organelles such as peroxisome, endoplasmic reticulum, nucleus, mitochondria, enzymes, peptides, amino acids, hormones, neuromodulators, iron, vitamins. Receptors, membranes, essential amino acids, unsaturated fatty acids, ribosomes where the manufacture of proteins whose number in a cell can be seven thousand is finished, and all different, lysosomes, phospholipids. In short, an immense complexity impossible to reproduce that they want us to believe can be built in a factory. Even in 3D printing. All of these components are known in a rough way for their nutritional capacity, but we have not studied what our body does with all this complexity in detail, which they provide us with, component by component, each of which is an element that adds to the wealth that their consumption represents for our organism.

We stopped being apes when we started eating meat that allowed us to increase the volume of our brain, let’s not forget. The demonic, the bad, is being projected onto the meat, as with all fanaticisms and emotional plagues, only in this case it is an attempt to put an end to animal husbandry.
«This was the origin of Novameat, a ‘start up’ whose technology allows the creation of pork and salmon steaks and fillets from vegetable elements. To do this, it uses bio-printing, which has allowed it to create «the first truly realistic vegetable steak». The selling cynicism of declaring pork and salmon what they are not.

As befits a time when fanaticism, extremism, and hoaxes are dominating our lives and curtailing our minds by manipulating emotions. A time that specializes in making us see the black white. I’m quitting now because I have to turn over the veal fillet from Avila that I have on the plate.

José Antonio Rodríguez Piedrabuena 
Specialist in Psychiatry and Psychoanalysis. Specialist in management training, group and couple therapies.



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