A big environmental issue getting press recently is the deforestation of the Amazon to make space for illegally grown soya, the majority of which is shipped to Europe to act as cattle feed for processed meat products. In other words, we're chopping down the rainforest to make cheap burgers - not sure I fancy having to explain that one to the grandkids.
Enter Greenpeace, who manage to turn the forces of capitalism back on itself by pressuring MacDonalds to kick their supplier, Cargill, into touch over how the soya is grown. The result; a universal agreement across all UK supermarkets and fast food chains that every bit of soya now has to have its origin certified and none will be bought from deforested land. You've got to love those crazy rainbow warriors. Read more here http://society.guardian.co.uk/societyguardian/story/0,,1834832,00.html.