What a remarkable few weeks these have been. Almost daily some beef product has been withdrawn as it unfolds that the contents are not macerated cow but horse flesh. It has prompted a cosmopolitan response from indignation to disgust: “It’s just a question of labelling” through to “I’m horrified, I’ll never eat meat again.” There is no moral difference, of course, between eating a horse or a cow. However, pervasive propaganda persuades us to think that eating a handful of certain species is normal and we are taught not to question. But society’s moral framework crumbles when confronted with the concept (or in this case reality) of eating a species that we do not collectively perceive as food.