If you care about the environment, this is the worst news. You essentially have to farm one plant ( either grain or corn or soy ) to feed livestock for your burger. How many different types of plants have to be planted to produce a single burger? And of course, most of those plants can't be raised in frigid canada so they'll have to destroy the environment elsewhere.
Not to mention plants are nutrient deficient and as a result people have to eat far more of it which means more farms and more environmental destruction. Ever wonder why grazing animals have to eat constantly?
It's amazing how PR has convinced people that industrial farming is actually good for the environment and animals. I guess if you repeat a lie often enough, people will believe it.