Tomorrow, Paul McCartney and his daughters Stella and Mary are launching a campaign to convince the public to go meat-free for one day a week. Another movie, Food Inc, which looks at the excesses and foul side-effects of industrial food production has just been released in the US and will shortly arrive here. Plus there is a major investigation by environmental campaigner Tracy Worcester into the dark underbelly of the global pig-rearing business which is about to be screened on digital channel More4. Food, and more importantly, really bad food, is hot.
What marks out these campaigns is their sophistication. It began a couple of weeks ago with the news that Nobu, the global high-end chain of Japanese restaurants favoured by the glitterati, was still serving bluefin tuna despite it being an endangered species. The restaurant had added a note to its menu pointing out the threat to the magnificent bluefin and inviting diners to ask for an alternative, but had refused to stop serving it, unlike big-name chefs such as Gordon Ramsay and Jamie Oliver.