That would require a lot more of us in the west to stop eating excessive amounts of meat.

The rain forest is not being burnt by popular or political demand, but market demand. They need to produce, primarily, soy beans to feed cattle in American and European farms. We are the demand side of this, and most of us don't even realize as we criticize the Brazilians for burning their rain forest.

I'm a huge fan of what Lulu is doing here. But he's up against a force that he cannot fight off on his own: Our consumption.

I'm not vegetarian myself, I just treat meat as a rare treat. Everyone can make an effort to eat less meat; how far they are willing to go I'll leave for them to decide. But please decide soon, while there's still some of the Amazon left.

Not yet