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.