The discussion on the sustainability of meat is not new here. The HELSUS blog has reviewed the university community’s general satisfaction regarding UniCafe’s decision to remove beef from the lunch menu due to climate concerns. The restaurant frames its decision as part of a rising trend in which plant-based diets are identified as a simple way to move towards sustainability. While grass-fed beef is said to provide valuable ecosystem services, even this production is climatically damaging. But is this the whole picture?