Zed
Investigation & Politics 52'

Veggie meat: Green Ideal VS Green Washing

The new ethical claim that pushes to consume vegetables resounds today as a real necessity due to the climatic emergency and the rise of the environmental conscience. Thus, plant-based meat is surging onto the shelves of supermarkets as the world's population measures the extent of the ecological and health impact of meat production.

What are the stakes in a society in full environmental crisis? Is it realistic to consider vegetable meat as the perfect substitute for meat? What does this behavioral upheaval say about our society?

The film will take stock of a new consumption model that was initially seen as a militant ideological act and has since become the latest trend in the food tech market. In the form of an investigation, the film will make us discover what is hidden behind the composition of these meats as well as the backstage of the researchers' laboratories. It will thus lead to a reflection on healthy eating which now places everyone in the rank of responsible consumer of our environment, while deflecting the traps of the vegetable meat business. Whether you are a carnivore, vegetarian or flexitarian, whether you are involved or disinterested, we are now all concerned.

Direction: Sylvie Aguirre

Production: ZED

Delivery: January 2023

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