There's no such thing as a benign beef farm - so beware the 'eco-friendly' new film straight out of a storybook | George Monbiot

A highly misleading new documentary claims soil carbon storage can redeem the livestock industry - it's all so much 'moo-woo'We draw our moral lines in arbitrary places. We might believe we're guided only by universal values and proven facts, but often we're swayed by deep themes of which we might be unaware. In particular, we tend to associate the imagery and sensations of our earliest childhood with what is good and right. When we see something that chimes with them, we are powerfully drawn to it and attach moral value to it.This results from a combination of two factors: finding safety and comfort in the familiar, and what psychologists call "the primacy effect" - the first thing we hear about a topic is the one we tend to recall and accept. These tendencies contribute to the illusory truth effect: what is familiar is judged to be true. We go to war for such illusory truths, and sacrifice our lives to them. Continue reading...