Everyone knows the production of beef is associated with high methane and CO2 emissions, significant land use (and deforestation), and high energy consumption in processing and transportation. A single kilo of beef produces 70kg of CO2... So why do we still consume so much? And are we best to dismantle this cognitive dissonance? Yes, probably. At least during this critical make-or-break (i.e. bake) period for the environment. Yes, the onus should not just fall on the individual while those in power ignore the urgency of the situation, but we should still address destructive habits... Collective efforts lead to meaningful impacts and maybe it's time to band together on this one.