Beef And Lamb Producers Cook Up Dodgy Data For Christmas Dinner

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Danny Osborne and his family will be throwing a few vegetarian burgers on the barbie this weekend, for their Christmas dinner.

"All of the food will be vegetarian because I’m cooking!" says the University of Auckland psychology professor. "We decided on burgers because it’s simple and a people-pleaser—who doesn’t like BBQed burgers?"

Their family is among the 19 percent of New Zealanders who choose a plant-based vegetarian or vegan diet, according to a Kantar survey of 1,517 New Zealanders, commissioned in partnership with the Sustainable Business Council.

Indeed, Fortune Business Insights reports the growth of plant-based alternative proteins is taking a bite out of the meat market in the developed world – but you wouldn't know it from the PR spin in this country.

Now, a roast leg of lamb may well be popular – but not to that extent. Extraordinarily, not a single one of the 1,040 respondents ticked the "vegetarian" box.

But the Beef + Lamb survey was somewhat different from the Kantar research, which randomly selected 1,517 New Zealanders to provide a nationally representative sample by age, gender and region.

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Beef And Lamb Producers Cook Up Dodgy Data For Christmas Dinner

Danny Osborne and his family will be throwing a few vegetarian burgers on the barbie this weekend, for their Christmas dinner.