Consuming our daily portion of meat has become a given. Meat is a product like any other, following the laws of demand and supply. But how much longer can we keep this up? By 2050 we will need no less than 36 billion animals to provide 9 billion people with their daily piece of meat. Hasn’t time come for us to let go of daily meat consumption? This visually attractive film is no pamphlet against eating meat but a plea for a more sensible and balanced consumption and production of meat.