Farm Gate: What does less and better mean?

The term Less & Better is frequently used by NGOs when trying to address consumption patterns to deliver sustainable meat and dairy.
But what does Less & Better mean?
And is it really as unifying as the NGOs would like to believe? This programme features Dr Sara Place, Chief Sustainability Officer at Elanco Animal Health, and former senior director for the United States National Cattlemen’s Beef Association, and by Øistein Thorsen, the director of global sustainable food systems consultancy FAI Farms.