Rob Percival

"The Meat Paradox"

Rob Percival is a writer, campaigner and food policy expert. His commentary on food and farming has featured in the national press and on prime time television, and his writing has been shortlisted for the Guardian’s International Development Journalism Prize and the Thomson Reuters Foundation’s Food Sustainability Media Award.

His first book, The Meat Paradox, which explores the cognitive and cultural complexity of animal consumption, was published in 2022. Described by the Financial Times as ‘provocative, original and electrifying’, The Meat Paradox was serialised by BBC Radio 4 as their ‘Book of the Week’ in January of 2023.

Rob works for the Soil Association, an organisation advocating for organic and regenerative food and farming. As the organisation’s Head of Food Policy, he leads campaigns and influencing in support of dietary change and food system transformation.

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