BUENOS AIRES — It goes without saying that beef is a big deal in Argentina, where barbecuing remains an almost sacrosanct pillar of social life. And yet, as of January, consumption has dropped to an historic low of 41 kilograms per person annually. So what gives?

That’s the question Argentine beef lobbyists in what’s known as the IPCVA, the meat industry’s promotion institute, are asking. Could it be that the rise of vegetarianism and veganism are taking a toll?

The question has particular relevance given that just this past January, former Beatles singer Paul McCartney wrote to Argentine President Alberto Fernández to ask him to join the Meat Free Monday initiative.

To gauge the impact, IPCVA asked a sample population of 1,100 nationwide how they reacted to such actions on the part of environmental or vegan activists. The result? Seven out of 10 said that such campaigns did not lead to reduced meat consumption. Respondents found such actions ineffective, in other words.

Why, then, are Argentine’s cutting back on beef? For money reasons, most likely.

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