What is "good meat"? Michele Thorne has a lot to say on the subject. She is executive director of The Good Meat Project, a non-profit whose mission is to foster a healthy and humane meat system that centers local production instead of industrial monopolies that damage ecosystems and consolidate wealth. With the core value of transparency, they offer free services to butchers, ranchers, eaters, and chefs, and produce journals and that feature stories about people across the good meat universe.

TIMELINE 3'51 what is good meat? 4'52 soil stewardship 5'12 the core value of transparency 5'55 the importance of consumer trust 7'32 there's a reason big food companies are not transparent 8'33 the connection between food and health outcomes 9'50 hard to know how much of the country's meat industry is "good" 12'42 "Product of the US" labeling issues 14'52 greenwashing and humane-washing 15'20 Farm Forward study on greenwashing 17'21 the benefits of buying local 20'36 how the Good Meat Project serves producers, chefs, butchers, consumers 21'43 free marketing courses for meat producers 22'26 "features" vs "benefits" 25'05 BACON program—Butcher and Chefs Opportunity Network 25'46 butchers and chefs are important links to the community 27'00 more Good Meat Project resources...goodmeatproject.org 29'43 Olympia Provisions 31'48 educating consumers on the nuances of meat--industrial ag vs small producers 32'53 the risks of taking livestock off the land 34'37 meat substitute brands spend big bucks to message that meat is bad 36'23 Game Theory and how it can be used in the good meat movement 38'35 thinking about tradeoffs 46'52 trusting in healthy meat even if you can't measure the outcome