My thesis critically examines the initiatives undertaken to promote sustainability in the meat industry, considering production, consumption, and environmental, economic, and social aspects. By utilizing both secondary and primary data, I assess the global meat and cattle industry, its resource utilization, and its adaptation to consumer demands for sustainability. Through the application of SWOT and PESTEL analytical tools, I identify strengths, weaknesses, opportunities, and threats to sustainable practices within this industry. Moreover, my research incorporates a primary interview conducted with a key industry stakeholder, enriching the research with practical insights that are not attainable through theoretical analysis alone. Consequently, my thesis presents actionable recommendations to enhance sustainability in the meat industry, addressing concerns related to resource use, greenhouse gas emissions, and ethical considerations. This work contributes significantly to the ongoing discourse surrounding the challenge of balancing industry growth with environmental stewardship and ecological restoration.