Andrew Orlowski on the self-imagined elite attitudes to the environment and — as a direct result — the growing chorus of journalists pushing the idea of substituting plant-based synthetics and/or insects in place of meat for us proles:

In recent years, media messaging has been emphatically bossy about what we should eat. State micromanagement of taste has increased, too. After government intervention, British staples ranging from sticky-toffee pudding to Sugar Puffs have been reformulated beyond recognition. But the anti-meat crusade demands that something far more radical should happen – it seeks to stigmatise something central to many of our lives, and demands a shift in how we regard nature. As part of this, our media now seek to normalise lab-grown Frankenmeats, and strangest of all, adopt entomophagy – the practice of eating insects.

So what’s behind the war on meat? The apparent justification is the political elite’s great preoccupation of our time – climate change. We’re told that rearing livestock for meat is bad for the environment, and that cows are the worst offenders of all. That’s the assumption behind hit YouTube videos like Mark Rober’s “Feeding Bill Gates a fake burger (to save the world)”, a promotional video for Gates’ synthetic-meat investments, which has racked up nearly 46million views.

But the environmental argument doesn’t look so robust on closer examination. Agricultural CO2 emissions are small – so small that if the United States turned entirely vegan this decade, it would lower US emissions by just 2.6 per cent. In reality, a cow is a highly efficient protein-conversion system, turning protein that we can’t eat into protein that we love to eat. Three quarters of livestock, on balance, improve the environment, enhancing the yield of the land through fertiliser, which would otherwise need to be made synthetically. For example, one of the crimes regularly levelled against beef is water consumption. But the cow loses most of this water the same day – it’s returned to nature. So with environmental claims so weak, there must be some other rationale for the war on meat.

Much of today’s war on meat appears to be driven by venture capitalists, and their client journalists in the media. Ever eager for the next dot-com boom, Silicon Valley has made a bet on lab-grown, synthetic meat. This requires an industrial bioreactor – an expensive chemical process. But lab-grown meat doesn’t seem to be going anywhere. Business Insider recently reported that scepticism about the sector is growing, as costs remain higher than those for real meat – and this is before one single laboratory-meat formula has received regulatory approval, let alone passed the consumer test.

Another factor driving the war on meat is the academic blob. For example, Professor Peter Smith, an environmental scientist at Aberdeen University and a leading contributor to the UN’s Intergovernmental Panel on Climate Change (IPCC), likes to insist that “we’re not telling people to stop eating meat”, before adding that “it’s obvious that in the West we’re eating far too much”. Have a guess who defines what is “too much”. It’s Smith and his colleagues, not you or me making informed consumer choices.

But the oddest spectacle of all is the relentless promotion of entomophagy at the posh end of the media. The posher the paper, the keener they are on normalising bug-eating.

This is a campaign that has a high hurdle to overcome in most markets, where insects are associated with disease. “Deeply embedded in the Western psyche is a view of insects as dirty, disgusting and dangerous”, a group of academics found in 2014. Many bugs, such as cockroaches, carry disease. Flies like shit, as the saying goes. “Individuals vary in their sensitivity to disgust”, another academic paper acknowledges. “This sensitivity extends to three dimensions of disgust: core, animal reminder and contamination.” Only seven per cent of the US population would countenance the idea of eating insects, even in powdered form, according to one academic study in 2018. Processing insects also raises practical problems, with e-coli and salmonella. “Spore-forming bacteria and enterobacteriaceae have been reported in mealworms and crickets, with higher levels found in insects that had been crushed – likely due to the release of bacteria from the gut”, another study found. It’s easier to clean a cow’s stomach than a cockroach’s.

It should be no surprise, then, that the edible-insect movement has hit a few snags. Blythman recalls the startup, Eat Grub (geddit?), providing the snacks for an insect pop-up in London’s hipster East End. On the menu were “Thai-inspired” creations such as spicy cricket rice cakes and buffalo worms wrapped in betel leaf. “It tasted disgusting, and so I swallowed it whole. Then the legs stuck in my throat”, she recalls. The pop-up hasn’t returned. The following year, Sainsbury’s tapped Eat Grub for its first range of insect products – barbeque-flavoured crickets. Today, the only crickets you can buy at Sainsbury’s are cigarette lighters.