HIGHLIGHTS: *Shines a bright light on several fundamental cultural drivers of meat consumption in Argentina: 1) Powerful belief system in favor of eating meat. 2) Deep stigmatization of veganism. 3) Pervasive narratives and behavior justifying meat-eating that most people consider as "common sense" and which are sustained by institutions (e.g. healthcare, legal, education systems). *Suggests a range of practical measures to tackle challenges faced by those seeking to reduce and end consumption of animal-based food in that country (e.g. influence school curricula and train teachers, professionalize the vegan activist community).