On my usual trawl around the sunday newspaper websites I hit the Observer Food Monthly section to be greeted with the following headline.
Paul McCartney: ''One of the most effective things any individual can do to help the environment is to eat less meat''
What? Weren't you the ugly one in the world's most overrated band? Having realised that it was indeed the same bloke, I read on.
"When Linda and I brought our family up not eating meat, the original reason was our deep love of animals. Once we got the idea that many cultures' cuisines contained meat-free dishes, we began to explore various options and soon found ourselves with a huge repertoire of healthy, and most importantly, great tasting food."
Hmm. Very good, giving up meat for your love of animals is a noble idea........or is it?
Well, actually, no, it isn't. Let me explain. On the surface of the matter it seems like that if you gave up meat, then the creatures that were going to end up as your sunday roast would live out their lives happily gambolling around the green fields of whatever country it is you live in.
Sounds nice, doesn't it? The harsh reality of the situation however is this. All the beef cattle, pigs, chickens and most of the sheep and goats would be killed if everyone gave up eating them. Modern mass meat production is almost solely in huge factories with running costs in the millions, there's no way that the big supermarkets would let the profits drop catastrophically by looking after redundant food animals.
Sorry, but if you really care for animals don't turn vegetarian.
Paul McCartney yesterday, on his way to a Foie Gras festival