Sustainable Healthy Diet Transitions: An Examination of Media Discourse Concerning Beef in the United Kingdom From 2018 to 2022

ABSTRACT The role of diet in individual and planetary health is increasingly scrutinised as consumers are encouraged to make food choices that balance health and sustainability, particularly with beef. While prior research has considered reduction from the perspective of alternate product acceptance, the social context of beef is less understood. Media plays a crucial role in shaping narratives concerning beef's future in agri‐food systems, influencing consumer behaviour and environmental outcomes. Employing content and thematic analysis, this study examines how beef has been framed in the context of sustainable healthy diets, analysing 223 UK‐based news articles published from 2018 to 2022. Findings reveal significant tensions between the environmental sustainability of beef compared to reduced‐meat and meat‐free diets. While environmental concerns dominate, narratives around social and economic sustainability are emerging, addressing consumer affordability and wellbeing in rural communities. This study highlights the complex trade‐offs between health and sustainability dimensions, offering insights into beef's contentious role in sustainable diets and emergent tensions for consumers navigating this space.