Former vegetarians are opening butcher shops and revolutionizing the US meat industry, educating buyers about humanely grown cattle on small farms, Gourmet reports. Their squeamish attitude toward steak—inspired by horror stories of mass-market meat production—is making them the most trustworthy sellers. “When we opened the butcher shop, I liked the idea of helping the meat industry change," one said.
From abattoirs to deli sections to the halls of Berkeley—where a pig was recently killed during a panel on butchery—the healthy meat trend is changing Americans' attitudes. “It seems like not too long ago, to be a thoughtful eater meant being a vegetarian,” said the editor of a magazine about meat. “Now I think we’re experiencing a new movement of people who can stand behind the meat that they consume and support local farmers.”