Have you noticed being bombarded with publicity about meat and protein everywhere you go? Misleading generalisations and hype are polarising public discussion about meat and protein. Techno-fixes like fake meat, lab meats, plant-based alternatives, and precision livestock and fish-farming are being promoted, but could cause more harm than good for people and the planet. It’s time to set the record straight - to shift focus away from the protein hype towards a transformation to sustainable food systems.