Abstract
To enable a transition to a more sustainable food future, it is crucial policymakers consider and address livestock production and meat consumption holistically. The concept of ‘less and better’ meat and dairy offers an alternative approach to industrial livestock production. This study explores perspectives of UK stakeholders engaged in political advocacy and implementation on policy priorities and specific policy measures aimed at facilitating a transition to ‘less and better’ meat in the UK. 16 UK experts on food and farming from the research, civil society, business and farming sectors were interviewed. Thematic analysis was conducted to identify convergence and divergence on views related to policy priorities and the potential for impact, political feasibility and unintended consequences of specific policy measures aimed at increasing the sustainability of livestock production or reducing meat consumption. Experts agreed on policy priorities but held divergent views on the potential for impact of specific policy measures. Economic structures including incentives, disincentives and food prices were highlighted as having the greatest influence over meat production and consumption practices.