Using animals in food and food production systems is one of many drivers of novel zoonoses. Moving toward less dependence on animal proteins is a possible avenue for reducing pandemic risk, but we think that Wiebers & Feigin’s proposed change to food policy (phasing out animal meat production) is unrealistic in its political achievability and its current capacity to feed the world in a cost-effective and sustainable manner. We suggest that improvements in communication strategies, precipitated by developments in computational cognitive neuroscience, can lead the way to a safer future and are feasible now