Vision and Mission

Vision

Our vision is a world in which our service is no longer necessary, as animals for food consumption are most generally protected from abusive conditions in every phase of their life. Where environmental implications of agriculture and animal farming taken care of by producers and fully accounted for in consumers’ choices (i.e. priced in). The modern food system has the huge merit of delivering more than enough food for the 7 billion people of the planet – if only its proceeds were better distributed! Our vision is one where the negative side-effects of this plentiful production are contained to an adequate level.

Mission

The mission of foodoffset.org is to bring the world one small but decisive step closer to our vision. Towards this aim, on the one hand we want to draw attention to and increase the awareness of the conditions of food animals in the modern food industry, and the environmental effects of our food consumption habits. On the other hand we want to enable individuals to directly make a distinct contribution towards improving the system. In the short-run it seems impossible to change the food sector fundamentally, and it seems equally implausible to completely change the basic food preferences of most people. We therefore focus notably on solutions compatible with the current food economy and with people’s tastes. Specifically, we pursue our mission in two ways:

• We provide a platform that allows individuals to compensate for the otherwise sometimes difficult to avoid negative animal welfare effects of their food consumption, as well as for the undesirable environmental consequences of food consumption habits. We think reducing meat consumption in the first place is the most effective way to limit our ‘foodprint’ – the footprint of our food consumption – on animal welfare and the environment. But as it today appears difficult for many to fully give up eating animal products, we consider care for improved treatment of animals as the least one should do – and this is what our platform is to facilitate.
• We provide a platform to support the discussion and awareness of the implicit choices between animal lives, environmental protection and our human short-term human pleasures that we tend to make on a daily basis almost unconsciously, to the detriment of animals and environment.