More Than Meats The Eye

An in-depth exploration of strategies to reduce global meat consumption.

By Björn

· Over 1,000 subscribers

“Focused on reducing factory farming and improving food systems, this Substack is a must-read for anyone serious about animal advocacy and impact. A great mix of strategy, reflection, and action.”

“More Than Meats the Eye takes an evidence-based look at meat reduction, blending research, policy, and practical insights. A smart read for anyone interested in the bigger picture of plant-forward change.”

“Useful information for those who want to create a better world for animals.”

We've Been Looking for Pre-Vegans in the Wrong Places

What a six-month Te Protejo report I worked on reveals about who's actually ready for diet change

May 21 • Björn

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You're Probably Thinking About Cognitive Dissonance All Wrong

The standard activist script doesn't account for what the psychological research says. Here's what does.

May 7 • Björn

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Banks Are Bankrolling Factory Farms 32x More Than Alternative Proteins

How banks are quietly funnelling hundreds of billions into industrial animal agriculture — and what we can do about it.

Mar 5 • Björn

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Recent posts

The Consequences of Factory Farming Are Too Large to Ignore

Factory farming is often brushed aside as a niche concern, but it's one of the largest—and most ignored—sources of suffering, environmental destruction…

Jan 20 • Björn

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Want People to Eat More Plants? Make Them the Default.

Making vegan foods the default option consistently boosts sales without significant backlash. Here's the evidence why it's so effective.

Dec 9, 2025 • Björn

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Supermarkets Are the Next Big Challenge for Meat Reduction

We buy so much meat at grocery stores, so it's crucial to figure out how to lower animal product consumption in retail. I'm not convinced we've found a…

Nov 13, 2025 • Björn

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Stop Calling Foods “Vegan” — Here's What Works Instead

Names matter. We need to stop calling foods "vegan" and start using other, more exciting labels.

Oct 7, 2025 • Björn

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Why You (Probably) Don’t Need to Worry About Ex-Vegan Celebrities

While they can nab the limelight, influencers are less likely to be able to shift our diets to being more (or less) meat-free.

Sep 18, 2025 • Björn

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