Last week, something historic happened in the world of food testing — and much of the English-speaking internet has missed it entirely.

Stiftung Warentest, Germany’s leading independent consumer-testing organization — founded by the government in 1964, now fully self-funded through publications, with zero advertiser influence — put vegan and beef burger patties head to head. Ten of each. A controlled, evidence-based comparison.

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The result

Vegan patties came out on top, and it wasn’t particularly close:

1) Overall rating

• Seven out of ten plant-based patties rated “good.” Only three out of ten beef patties did.

• The three top-scoring burgers came from Aldi MyVay, Garden Gourmet, and Beyond — and they were all vegan.

• This is a dramatic reversal from the last time this test was run in 2021, when meat still held the edge. The improvement in plant-based products over just a few years has been remarkable.

2) Fats

• The nutritional numbers are where it gets really interesting. Vegan patties averaged 43% less fat and 20% fewer calories than their beef counterparts — and the fat they do contain skews toward the healthy, unsaturated kind, while beef patties lean heavily on saturated fat.

3) Taste

• Plant-based options scored better on average for seasoning, juiciness, and overall cooking results. Some beef patties, meanwhile, showed up with off-putting smells, flat flavors, and shelf-life issues.

4) Food safety

• Antibiotic-resistant bacteria were found in 40% of the beef patties tested. One contained genuinely pathogenic bacteria. The vegan patties? Zero contaminants.

5) Price

• The vegan patties were, on average, 20% cheaper than beef. And that’s before accounting for the massive government subsidies that artificially deflate the price of conventional meat. Without those subsidies, the gap would be even wider.

This test didn’t happen in a vacuum

These results, while remarkable, land at a moment when a balanced vegan diet is already demonstrably healthier and less expensive than consuming animal products. Plant-based food is getting better, more convenient, and more affordable at the same time — a combination that the animal industry has no real answer to.

Vegan products will keep improving. The price gap will keep growing. The excuses will keep running out. At some point — and that point is getting closer — choosing to support unnecessary animal suffering will require active, conscious effort to justify. It won’t be about convenience, or taste, or cost. Those arguments are already crumbling.

The question of whether the animal industry will collapse under the weight of all this is no longer if. It’s when.

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There’s a bizarre contradiction at the heart of how people talk about veganism — and to understand it, we need to take a closer look at how we usually think about boycotts. 👇

We love a good boycott

There is something undeniably electric about watching a massive corporation buckle under the weight of a collective “no.”

When Jimmy Kimmel was pulled off air under political pressure, the backlash was immediate. People canceled subscriptions, advertisers panicked, and suddenly — miraculously — the show was back. Late-night hosts openly credited the people who boycotted Disney with forcing that reversal.

Or look at Tesla and X, both of which suffered major commercial damage — from falling sales and advertiser boycotts to declining brand trust — after Elon Musk’s open attacks on American democracy. The supermarket chain Target saw billions wiped off its valuation during boycott campaigns following its rollback of DEI initiatives.

There is a tremendous public willingness to participate in these actions. 2.5 million users stopped using ChatGPT over OpenAI’s controversial deal with Trump’s “Department of War,” handing rival Anthropic not only the top spot on the Apple App Store but also the title of the world’s most valuable AI startup.

Both recent and historical examples already show that boycotts can have an overwhelming impact — and have helped achieve some of the most important social and political advances.

Boycotts have led to the end of state-sanctioned systems of discrimination and segregation. The boycott of slave-produced products contributed to the abolition of slavery. Strategic boycotts of South African products helped end apartheit in South Africa.

It is entirely conceivable that some of these systems would still exist today without private individuals standing up for what they believed in and channeling that conviction into determined boycotts.

Companies pivot, executives panic, laws change — all because enough people decided to withdraw their money.

We know this works.

We cheer when it works.

And yet…

Here’s what I find fascinating: the moment veganism enters the conversation, the script flips.

“I can’t change anything.”
“My individual choice doesn’t matter.”
“It’s too small to have an impact.”

Really?

Because what is veganism, structurally, if not a boycott?

A boycott of industries built on animal exploitation. A refusal to fund a system of needless cruelty. A withdrawal of demand.

The exact same mechanism.

The exact same logic — just applied consistently, every day, instead of episodically when a scandal trends.

Someone will object at this point: “Veganism is a niche concern — it doesn't have the potential for a mass boycott.”

But think about what that claim actually reveals. Not a rebuttal — just a confession of how little the person has looked into it.

Veganism already is a mass boycott. A remarkably effective one. In terms of global participation, the refusal to use animal products may well be the largest boycott in recorded history.

Veganism is also simply the values already held by the overwhelming majority of society put into action. Just applied without arbitrary exceptions. The “niche concern” label is more convenient than it is accurate.

Animal exploitation and cruelty are things many people still pay for — but not things many people actually stand behind. Many can’t even bring themselves to look at what they’re funding.

Add in the staggering environmental and health consequences of animal farming, and the case stops being philosophical and becomes almost mundane.

Veganism isn’t just a plausible candidate for one of the most justified boycotts of our time. The case for it is about as clear-cut as it gets:

• The stakes couldn’t be higher. This isn’t a boycott over a brand’s PR scandal. This is about the greatest source of preventable animal suffering on the planet — which also happens to be one of the most pressing existential threats humanity faces, from pandemics and antibiotic resistance to biodiversity loss and climate breakdown.

• You don’t lose — you win. Unlike most boycotts that demand sacrifice, this one tends to pay you back. A plant-based lifestyle is significantly cheaper, and many people report meaningful improvements in their health. It’s one of the rare forms of collective action where opting out personally costs you far less than participating immediately gains you.

• It’s backed by the values of the majority. As mentioned above, this isn’t a fringe position. The principles veganism acts on — that unnecessary cruelty is wrong — are already held by most people. Veganism simply means living those values honestly.

• You’re joining a movement, not starting one. Tens of millions of vegans worldwide have already spent decades shifting supermarket shelves, product ranges, and public awareness. A thriving global ecosystem of activism, innovation, and community has been built — and it’s ready to support you from day one.

• The wind is at your back. Economic, demographic, and technological shifts — from the rise of Gen Z to breakthroughs in alternative proteins — are set to amplify what’s already one of the most sustained and well-networked boycott movements in human history. The question isn’t whether this is going anywhere. It’s whether you add your weight to it.

Every time you purchase something, you fund something.

Every time you eat, you vote.

It’s time to be clear with all the boycott enthusiasts around us: if boycotts work, veganism works.

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Final thoughts

The impact of a boycott goes far beyond economics. Alongside the financial pressure they build, boycotts show solidarity, sustain stories in the public eye, provide visible evidence of opposition, and bring new people into a cause. They create outsized impact with minimal resources. In short, they are one of the most powerful tools available to us in the fight for a kinder world and a livable future.

And they are available to everyone. No protest permit required.

History shows what they can achieve. Boycotts have already brought down systems of oppression and industries once considered untouchable, including wild animal circuses, orca shows, and fur.

The largest system of animal exploitation on the planet is next. It’s already happening. We can all be part of accelerating it.

Thank you for reading!

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It’s amazing to see how far these posts are reaching. After my last post on Casa de Carne, the filmmaker himself, Dustin Brown, even showed up in the comments! Thank you for being part of this — and for helping spread the word. 😊

Now, on to today’s feature: “Save Ralph.” Published five years ago by Humane Society International, this award-winning short film deserves a true revival today. It follows Ralph — a soft-spoken, endlessly polite rabbit — as a documentary crew shadows him through an ordinary workday. Except nothing about Ralph’s day is ordinary:

If this film moved you, share this post. That way, others can also subscribe and catch future films in this series.

Every pair of eyes matters.

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The genius of Save Ralph

What makes this film so quietly devastating is Ralph himself. He doesn’t rage. He doesn’t plead. He accepts — even apologizes for complaining — and that gentle resignation is harder to watch than any outward protest could be.

When he looks into the camera and explains that humans have been to space, so surely it’s fine for rabbits to suffer for “the illusion of a safer lipstick,” the sheer absurdity hits you right in the gut.

The laboratory scene pulls you out of the dark irony and into the raw reality. The moment neighboring rabbits — locked into the same restraints — desperately beg the crew for help cuts through the film’s warm aesthetic like a knife.

The final moments, where Ralph is left severely injured but still trying to put on a brave face, stay with you long after the screen goes dark.

Then a message appears that should never need saying — yet sadly still does:

The creators built something remarkable here: a piece of art that is visually beautiful, deeply emotional, and impossible to forget. It serves as a stark reminder that the products many people use every single morning can carry a heavy cost.

Have you swapped out your household and beauty products for cruelty-free alternatives yet? What are your favorite certified cruelty-free brands? Drop them in the comments to help others make the switch.

Next time we reach for a cosmetic product, let’s think of Ralph.

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The making of Save Ralph

What many don’t realize at first glance is that Save Ralph is a stop-motion animation film — meaning every scene was created through an incredibly labor-intensive, hands-on process. If you’re curious about how the film was made, check this out:

This making-of video gives a deeper appreciation for the immense care, craftsmanship, and countless hours that went into bringing this powerful story to life. Let’s help ensure that all of this painstaking effort was not in vain, and that as many people as possible get to experience this important work of art.

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There is a particular kind of injustice that hides in plain sight.
Not because it is subtle — but because it is so normalized that people stop seeing it.

One of the clearest examples is the way we talk about pigs.

“Dirty pig.”
“Filthy as a pig.”
Pigsty. Swine. Mud creature.

An animal forced to live in conditions we would clearly recognize as abuse in any other context… has somehow become the symbol of filth itself.

And that inversion of reality says something deeply disturbing about us.

Pigs are not dirty animals.
They are animals we force into dirt.

That distinction matters more than people realize.

Anyone who has spent real time with pigs outside of agricultural captivity knows this almost immediately. At sanctuaries, pigs often smell like hay, soil, or almost nothing at all. They are curious, social, emotionally complex, playful, and remarkably clean. Given space and freedom, they separate their sleeping areas from where they relieve themselves. They build nests. They organize their environment. Mother pigs carefully prepare spaces for their babies before giving birth.

Before sleeping, pigs often arrange bedding with their snouts, circling and shaping comfortable resting spots like someone fluffing pillows before bed. They don’t casually collapse into waste because they enjoy filth. They avoid it whenever they are allowed to.

But modern animal agriculture takes nearly every natural instinct a pig has — and turns it against them.

The tragedy is not just physical suffering.
It is the constant psychological distress of being denied every condition that pigs naturally seek for comfort, cleanliness, safety, and care.

Imagine being locked inside a room so small you cannot turn around. Imagine standing on hard slatted floors above pits of excrement. Imagine ammonia so concentrated it burns your lungs and eyes.

People living near pig farms have described the stench as unbearable. Some compare it to rotting corpses. Others report nausea, headaches, eye irritation, and being unable to open windows in their own homes. Entire communities have fought legal battles over the pollution and odor surrounding massive pig operations.

And still, somehow, the animal trapped in these conditions — the primary victim — is the one accused of being disgusting.

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What should we call a system that forces animals to stand in urine and feces because they are denied enough space to walk away from it?

If someone confined dogs inside a tiny room, never cleaned it, and left them to live ankle-deep in waste, society would not shrug and call dogs naturally filthy. People would call it abuse. There would be outrage. News coverage. Criminal charges.

But when the victims are pigs — animals at least as emotionally sophisticated and often considered more intelligent than dogs — language suddenly shifts. The filth becomes their identity instead of our crime against them.

That is part of what makes speciesism so insidious.
It doesn’t merely hurt animals.
It victimizes animals to such a degree that they are not even considered victims.

And pigs pay for that distortion with their entire lives.

Many never touch grass.
Many never build nests.
Many never breathe fresh air.

These are not trivial discomforts.

We know animals can become depressed when their basic needs and instincts are chronically frustrated.

Yet with farmed animals, society often acts as though none of this matters to them.

As though they are somehow emotionally untouched by degradation because we have categorized them as “livestock”.

But they are not machines for converting feed into flesh.
They are sensitive beings with preferences, instincts, relationships, fears, and desires.

One of a pig’s strongest senses is smell. Their snouts are so sensitive they can detect food buried beneath the ground. They explore the world through scent in ways humans can barely imagine. And we confine these animals inside air so toxic that workers themselves sometimes struggle to breathe.

There is something especially cruel about that.

And there is something grotesquely ironic about mocking pigs for conditions humans created.

The phrase ‘dirty pig’ says nothing about pigs and a great deal about human cruelty.

We imprison highly intelligent, naturally clean animals inside environments saturated with feces, blood, infection, heat, ammonia, and death — then use them as cultural shorthand for impurity.

What could be more backwards than that?

And even if someone points to the rare “better” farm with cleaner barns or marginally improved conditions, the core injustice remains untouched.

Because the fundamental violence is still there: breeding sentient beings into existence for profit, controlling every aspect of their lives, separating families, denying freedom, exploiting their bodies, and killing them after a fraction of their natural lifespan.

Cleaner prisons are still prisons.

And the existence of slightly less horrific systems often serves another purpose: helping normalize the much larger machinery of suffering surrounding them.

At the center of all of this is a simple but devastating truth:

Pigs deserved better long before we ever began treating them as commodities.

They deserved the chance to root through forests.
To build nests.
To raise their young.
To live according to their own nature, not the one we impose on them.

Instead, we buried them under centuries of ridicule and industrial violence — and then taught ourselves to confuse the consequences of abuse with the character of the abused.

That distortion is difficult to sit with. And it is exactly why I don’t want to end only in outrage — even if outrage feels deserved here. Because what sits underneath all of this is not just cruelty, but also the possibility of seeing differently.

The moment we stop accepting inherited stories — about who is “dirty,” who is “meant for use,” who is too simple to matter — something begins to shift. Not in the animals, but in us.

There is hope in that shift.

And there is something each of us can do to move it forward.

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You’ve probably heard it lately.

“Veganism is declining.”
“The hype is over.”
“Meat consumption is still going up globally.”

It’s often said with a strange mix of pity and quiet satisfaction — as if to signal:
See? Your side is losing.

Let’s be clear: that narrative is not just misleading. It’s fundamentally detached from reality.

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Why the “Veganism Is Losing” Narrative Falls Apart

1) The first mistake: treating this like a “two-sided battle”

Framing this as “vegans vs. everyone else” is already a failure of understanding.

This isn’t a culture war or a lifestyle trend being “won” or “lost.” The idea that vegans are trying to “push” something onto society misunderstands their role: they are not inventing a concern, but highlighting an existing disconnect between values and behavior.

In reality, there is already broad agreement with the underlying critique. Overwhelming majorities oppose standard animal farming practices — even while continuing to pay for them.

People across all levels of society express strong outrage at publicized cases of animal abuse, while simultaneously enabling far more severe forms of animal harm through everyday consumption.

That’s not a stable divide between two sides. It’s a gap between what people believe is acceptable and what their behavior actually supports.

2) The hard truth: this isn’t optional

Anyone who has seriously examined the evidence knows that the animal agriculture industry isn’t compatible with planetary boundaries and long-term human survival.

Not environmentally. Not in terms of public health. Not in terms of resources.

This leads to an unavoidable conclusion:
Humanity will move away from animal exploitation.

The only real question is how.

We can do it consciously — guided by science, ethics, and foresight.
Or we can be forced into it — by ecological breakdown, health crises, and systemic collapse.

Both paths lead to the same endpoint. One involves far more suffering.

3) Short-term fluctuations are not long-term trends

Yes, there may be temporary setbacks for veganism. Yes, some plant-based companies may struggle.

But treating these fluctuations as evidence that veganism is “failing” is like looking at a single cold day and declaring that climate change has reversed.

Every meaningful social transformation in history has included setbacks. None of them followed a straight, uninterrupted upward trajectory.

Progress is uneven. Always.

If vegan pioneers in the 80s or 90s had interpreted early resistance as proof of failure, we wouldn’t even be having this conversation today.

4) The bigger picture: unmistakable structural change

Step back for a moment.

A few decades ago, veganism was marginal, inaccessible, and widely misunderstood. Today:

• Plant-based alternatives now exist for virtually every major animal product.

• All major supermarket chains offer non-dairy milks and a range of vegan foods.

• Conferences, news outlets, online networks, and international organizations are dedicated to veganism and plant-based living.

• Entire restaurants — even supermarkets — are fully plant-based in some cities.

• A flourishing ecosystem of over 800 vegan startups is helping revolutionize the food industry.

• World-famous celebrities are using their platforms to advocate for veganism.

• Cities have started banning meat advertising.

• Vegan athletes are breaking world records and taking home dozens of gold medals.

• Tens of millions of people worldwide identify as vegan.

• Living vegan is now significantly more affordable than living non-vegan.

This didn’t happen by accident. And it didn’t happen overnight.

It’s the result of sustained cultural, technological, and ethical shifts — the kind that don’t simply reverse because of a few years of market volatility.

Early vegan pioneers could only have dreamed of this kind of support structure. Imagine how confused they would be hearing people today say, “veganism is dying.”

In a recent piece, I looked more closely at these developments and outlined several powerful reasons why optimism about veganism is not only justified, but well-founded — worth checking out if you want to understand the thinking behind this in more depth.

5) Integrity isn’t conditional

There’s also a deeper misunderstanding behind these reactions.

People often assume that ethical choices should depend on popularity or momentum.

They don’t.

You don’t stop rejecting injustice because others haven’t caught up yet. You don’t abandon your values because progress isn’t fast enough.

Choosing not to contribute to unnecessary harm isn’t about being on the “winning side.” It’s about consistency between what you believe and how you act.

Even if the world were moving in the wrong direction — that wouldn’t make the right choice any less right.

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The Real Danger: Manufactured Hopelessness

If anything, the “veganism is dying” narrative serves a purpose.

Hopelessness discourages action. It makes people disengage. It protects the status quo.

Industries that depend on harmful systems don’t need to win the argument — they just need people to believe that change is impossible.

But it isn’t.

Final Thought

Declaring veganism “dead” based on short-term fluctuations is not just analytically weak — it’s a complete failure to grasp the scale, direction, and existential significance of what’s happening.

It ignores decades of progress.

It misunderstands how social change works.

And it roots for a system that is fundamentally at odds with both our values and our survival.

If there’s anything truly irrational here, it’s not the belief that change is coming.

It’s the belief that it isn’t.

The greatest gift we can offer is hope.

If this post gave you any,
pass it on.

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At a time of skyrocketing living costs, it’s more important than ever that people understand a simple but often overlooked reality:

Plant-based eating isn’t expensive. It’s a money-saver.

I’ve condensed key research insights on food prices and plant-based eating into a digital flyer to make them easier to share and quickly accessible at a glance (see below).

For me, and for many others, cost is not the main reason to avoid animal products. There are far more urgent motivations. But it’s important to understand that, contrary to popular belief, cost is not a barrier at all — it’s one of the advantages.

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Let’s dispel the myth that a plant-based lifestyle is an expensive luxury. Download, share, and use this flyer however you like — whether in your community or on social media — to help get the message out. 🌱

It’s wild how many people still don’t realize this

I often hear people — both online and in everyday conversations — say that they understand the arguments for going plant-based, but that it would simply be too expensive for them. It’s striking how persistent this belief still is.

It’s true that some specialty products like meat alternatives or vegan ice cream can be relatively pricey. But they make up only a small part of a typical plant-based diet. The foundation is built on affordable staples such as rice, pasta, potatoes, beans, lentils, fruits, and vegetables — foods that are not only inexpensive, but also filling, nutritious, and easy to store.

Even meat alternatives are becoming increasingly cost-competitive. Just last week, reports showed that, as meat prices climb, plant-based mince is now 29% cheaper than beef, lamb, and pork mince at the UK supermarket chain Tesco. And that cost gap will keep growing.

The system is skewed — and plant-based still wins

Plant-based eating is cheaper despite the massive advantages given to the animal agriculture industry. Enormous subsidies, tax breaks, and unaccounted social and environmental costs all work to artificially lower the price of animal products. Meat and dairy receive vastly more taxpayer-funded support than plant-based agriculture — in some cases, hundreds of times more.

The system is heavily skewed — and plant-based still wins on price.

At its core, it’s simple economics. Plant foods require far fewer resources like land, water, and energy. There’s no breeding, feeding, or slaughtering. Supply chains are shorter, storage is simpler, and marketing costs are often lower.

Plant-based is better for the planet. Better for your health. And better for your wallet.

The myth that plant-based diets are more expensive still affects people’s buying choices every day. Please share this post — and help set the record straight.

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Thank you for reading!

Vegan Horizon is a reader-supported publication. If you’d like to support this project and help it grow, please consider joining as a free or paid subscriber. Sharing my articles and recommending this newsletter also helps tremendously, as I rely on word of mouth to reach more people. Thank you for stopping by. 💛

The health impacts of consuming animal products have been widely studied. Yet much of the public conversation focuses narrowly on individual risks, failing to capture the true scale of the problem.

So today, I want to zoom out.

I’m introducing a simple framework that captures the full scope of how animal products — and the industries behind them — affect human health. I call it the D.O.R.I.E. framework: five interconnected levels of risk that, together, reveal a much deeper and more systemic issue than most people realize.

D — Direct diet-related health risks from animal products

O — Occupational hazards within the industry

R — Resource scarcity driving hunger and malnutrition

I — Infectious diseases, from zoonoses to antibiotic resistance

E — Environmental health risks, both local and global

Seen in isolation, each of these is already a reason for serious concern. Taken together, they point to something far more profound: an industry that doesn’t just affect individual health, but shapes health outcomes on a global scale.

Let’s take a closer look.

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D — Direct diet-related health risks

At the most immediate level, consuming meat, dairy, and eggs directly affects personal health. In particular, studies have found potential links between the intake of animal products and risks of the following diseases and conditions:

• Type 2 diabetes

• Different types of cancer, including breast cancer, prostate cancer, ovarian cancer, testicular cancer, and colorectal cancer

• Heart disease

• Dementia

• Cataracts

• Cellulite

• Obesity

• Allergic, autoimmune, and inflammatory disorders

• Life-threatening reactions to e. coli toxins

• Recurrent gout attacks

• Neurological diseases

• Prepuberty

• Prostatic hyperplasia

• Declining sperm counts

Cutting animal product consumption lowers intake of saturated fat, cholesterol, nitrates, hormonal residues, carcinogenic compounds, and pathogens like Salmonella, E. coli, Listeria, and Campylobacter, while increasing fiber, phytonutrients, and unsaturated fats — collectively improving health outcomes.

Abstaining from animal products has been found to have a preventive effect against 14 of the 15 deadliest diseases of our time — and can reduce all-cause mortality. Nutrition experts at the University of Harvard say “there is strong evidence that a plant-based diet is the optimal diet for living a long and healthy life.”

O — Occupational hazards

Workers in industrial animal farming and slaughterhouses often face dangerous, grueling working conditions. Long hours, repetitive injuries, and exposure to sharp tools take a serious toll on their bodies, while the stress, trauma, and the daily witnessing of animal suffering drive high rates of anxiety, depression, PTSD, and substance abuse.

For good reasons, slaughterhouse work is recognized as “America’s worst job” and as “some of the most exploited labor in the world”. In debates about meat and dairy consumption, these impacts are often overlooked, even when they affect the physical and mental health of some of the most vulnerable people in society.

R — Resource scarcity and hunger

Meat and dairy production exacerbate global hunger and malnutrition by converting edible crops into far less food than they consume. Farmed animals require large amounts of feed, yet they produce only a fraction of those calories in return.

This inefficiency stems from basic biology. Unlike plants, animals use energy not only for growth and reproduction, but also for movement, maintaining body temperature, and other metabolic processes. As a result, much of the nutritional energy invested in them is lost before it can become food for humans.

To sustain this system, vast quantities of grain, corn, soy, and fresh water are diverted into animal agriculture — much of which could otherwise be used directly for human consumption.

Extensive areas of land are dedicated to growing animal feed and maintaining pasture. The largest analysis to date shows that animal farming provides just 18% of global calories while occupying 83% of farmland.

With roughly 24,000 people dying each day from hunger and malnutrition and four billion people facing severe water scarcity, this inefficient use of resources poses a serious risk to human health and well-being.

I — Infectious diseases

Globally, around 73% of all antibiotics aren’t used on humans, but on animals raised for food. This accelerates the rise of antibiotic resistance, a significant global health threat that is projected to kill more people than all types of cancer combined by 2050.

Intensive animal farming — the source of nearly all everyday animal products — is also recognized as the single most risky human behavior for pandemics. These environments (tight spaces, high stress levels, insufficient sunlight, open wounds, and poor ventilation) are not just utterly inhumane; they are ideal breeding grounds for infectious diseases.

Experts warn that a new pandemic could be 100 times worse than COVID and have called modern animal farming an “infectious disease trap,” a “ticking time bomb for future viruses,” a “ticking pathogen bomb,” and a “hidden pandemic time bomb.”

E — Environmental health risks

Environmental destruction and climate change are among the greatest health threats facing humanity — and animal agriculture is a major driver of both. The industry is the world’s leading cause of deforestation, the most serious threat to our oceans, the largest user of land, the largest emitter of climate-damaging methane and nitrous oxide, the leading cause of soil degradation, and the leading cause of biodiversity loss.

According to assessments by the United Nations and the Worldwatch Institute, animal farming is a driving force behind virtually every major category of environmental damage now threatening our future, at every scale from local to global.

It’s not just the direct environmental impacts that endanger our health. By destroying vital ecosystems like the Amazon rainforest — 80% of whose deforestation is driven by animal agriculture — we are also erasing our own capacity for healing: around 25% of modern medicines are derived from rainforest plants, and less than 1% of these plants have been studied for their medical potential. Every square mile of rainforest lost may cost us a future cure for diseases like cancer and diabetes, or infections we’ve yet to face.

Conclusion

Even setting aside the pressing ethical concerns, the case against animal agriculture remains overwhelming on public health grounds.

The harms tied to this industry — from individual disease risk to antibiotic-resistant bacteria to the health consequences of environmental degradation — are too severe, too costly, and too preventable to ignore.

Studies show that a global shift to plant-based diets could save hundreds of billions in healthcare costs and millions of human lives each year.

The D.O.R.I.E. model introduced in this article offers a clear and simple framework for navigating this discussion and — in an era of growing diet misinformation — helps ensure that no critical health impacts are overlooked or obscured.

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Last September, I published an article titled “Progressives, Let’s Talk About the Ethical Challenge Most of Us Avoid,” where I outlined 11 reasons why buying animal products conflicts with progressive values. The response was stronger than I expected. Across platforms, many people reached out, shared their perspectives, and said the piece captured something they had been thinking about for a long time.

To make the core ideas more accessible and easier to share, I’ve distilled them into a digital flyer you can download, share on social media, send to friends, or print and distribute offline — whatever feels most useful:

A huge thank you to everyone helping this flyer reach as many progressive-minded people as possible — your support really matters!

PDF version of the flyer also available, if needed:

How Do Animal Products Relate To Progressive Values

274KB ∙ PDF file

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Where’s the reference list?

Sources for all claims and quotes in the flyer can be found in this article. I’ve included a corresponding reference in the flyer’s footer to add credibility. If anything feels unclear or doesn’t quite work, I would really appreciate you letting me know in the comments.

So am I saying that veganism is only relevant for progressives?

No. The consequences of animal industries affect us all; this isn’t limited to any single political camp. While this flyer focuses on progressive values, further pieces addressing other political perspectives may follow soon. I chose to start with progressives in particular because our principles are grounded in the courage to confront injustice head-on. If we ask others to challenge systems of harm, then integrity requires that we do the same.

More is coming soon!

Stay tuned 👇

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BUY ME COFFEE ☕

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That’s why I’m starting a new series of handpicked short films that get straight to the heart of why veganism matters — perfect for bite-sized inspiration or sharing with others.

You may have come across a few of these clips before, but powerful ideas are always worth a second look. Sometimes, a quick rewatch is the exact reminder we didn’t know we needed.

Today, to kick off the series, I’m sharing the award-winning short film “Casa de Carne” by Dustin Brown (who, fun fact, already saw this post and left a comment below 😊). In just over two minutes, his film delivers a powerful message that really sticks with you:

Casa de Carne is a cinematic masterpiece that uses the concept of a fictional restaurant — where diners must kill their own meal — to expose the profound disconnect between animal products and the living beings they once were.

In my view, the film’s most striking element is the deliberate, drawn-out moment at the end where the camera lingers on the protagonist’s face. The expression in his eyes and the heavy silence of that look capture a powerful realization — one that many viewers will find relatable.

The creators put a tremendous amount of effort into making this, and their work deserves to be seen. Know someone who might enjoy or be inspired? Every share counts.

More great clips will follow, and I’ll also be putting together a collection of my favorites. Stay tuned.

If you have recommendations for short films that powerfully explore animal rights or the impact of animal agriculture on humans and the environment, please share them in the comments. I’d love to check out your suggestions, and if something stands out, I’ll feature it in this series!

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For centuries, we have conflated the capacity to suffer with cognitive complexity. We assume that because a pig cannot solve a calculus equation or read a map, it must not feel the terror of the slaughterhouse as deeply as a human would.

This is a catastrophically flawed assumption. It bundles together several logical fallacies: the belief that intelligence is the metric of feeling, the arrogance that what we cannot fully understand must be inferior, and the confusion of communication with experience. A non-verbal infant lacks the “intelligence” of an adult, yet no one would argue the infant feels less pain when injured.

Why animals may suffer more

It’s plausible that the intensity of suffering varies between individuals and across species, but there’s no logical reason to place humans at the top. In fact, several factors suggest that non-human animals may experience a depth of torment that surpasses our own:

1) Heightened sensory systems

Many animals possess sensory hardware far superior to our own. Whether it’s acute hearing, a more sensitive nervous system, or a heightened sense of smell, their “interface” with the world is often far more high-definition than ours.

In the industrial environments of modern farming, these sharp senses become liabilities, where a metallic clang or the scent of blood may translate into a significantly more distressing sensory experience than it would for a human.

Chickens, for example, perceive colors beyond our imagination and can view the same scene at two different magnifications. Their beaks, routinely mutilated in farming, are highly sensitive tools that feel far more than we might expect.

Similarly, a pig’s snout, packed with nerve endings, or a cow’s horns and udders, also exquisitely sensitive, suggest that farming procedures — dehorning, tail docking, nose rings, and udder infections from repetitive industrial milking — may inflict pain and distress on a scale that is difficult for us to fully comprehend.

2) The trap of the present

Humans have the cognitive tools to mentally distance themselves from severe distress. We can distract ourselves with memories, find relief in the hope that things will improve, or just try to focus on something else. Practices like mindfulness, for example, can lessen pain.

An animal in a crate, however, may lack the ability to willfully direct their attention — and the conceptual framework to grasp that their suffering is finite. “If the pain is sufficiently extreme, even knowing that death is a possible future ending may help alleviate it for us, as compared to animals,” says Sahar Akhtar.

Without any sense that pain will end, animals are trapped in the present moment. In distress, their suffering is not just intense — it is total. It is their entire universe.

3) Evolutionary necessity

For a human, an injury can be managed with tools, medicine, and social support. For other animals, a serious injury is often a death sentence. Evolution may have selected for a much more “violent” and demanding pain signal in animals to ensure they prioritize immediate survival at all costs.

The evolutionary biologist Richard Dawkins has suggested that animals with more limited cognitive capacities may depend on stronger pain signals, as “slower learners” may require more intense experiences to effectively deter harmful behavior.

4) Suffering without context

Humans are able to engage in inter-temporal calculations with respect to our interests and frequently discount pain in order to achieve other, higher order or longer term interests. Understanding that an experience serves a purpose — such as receiving an injection from a doctor — can lessen the perception of pain.

Animals, by contrast, are unlikely to possess these cognitive tools, and they cannot know the intentions behind human actions. A sheep confined in a metal crate and plunged underwater cannot comprehend that it is being cleaned; it experiences only restraint, panic, and drowning.

The broader system of exploiting animals serves none of their interests — and offers no benefit that could possibly “outweigh” or lessen their suffering.

Amplified pain

Numerous aspects of modern animal farming further amplify the suffering of its victims. Painful body deformations, bone fractures, and chronic pain caused by selective breeding; forced separation of families, particularly mothers and offspring; inescapable confinement that prevents animals from expressing their natural instincts; extreme forms of abuse and violence; and total lack of control — where every aspect of life, from light and temperature to movement and social interaction, is dictated by external forces — all combine to intensify their torment.

Conclusion

All of this suggests that we may be harming animals far more than we realize — probably far more than we can even imagine. A single industrial farm or fishing vessel could inflict more suffering than entire wars. And I mean this literally.

To continue operating under the assumption that non-human animals feel less is not just a scientific error — it is a moral catastrophe.

I know this reality is distressing, and it is natural to feel sadness or despair. But now, more than ever, is precisely the moment not to give up. Even in these times of unprecedented animal exploitation, there are real and growing reasons for hope.

So please, if you can, channel your grief into action and your despair into outrage. Speak out, spread awareness, and fight for change. Things may look bleak, and it may be hard to believe, but reason and compassion will ultimately prevail.

Despair alone helps no one — action saves lives. I invite you to explore these 18 ways to take action for animals, pick the one that resonates with you, and turn it into a mission that gives your compassion purpose and meaning.

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The most harmful industries benefit from one thing above all: confusion.

Not an accidental byproduct — a deliberate strategy. Complex issues get buried under endless debates, cherry-picked studies, and narratives that make it harder for people to see what actually matters.

Long-form content — books, essays, documentaries — can provide important guidance. But in times of information overload and algorithm-driven distraction, we also need something else:

We need simplicity.
We need ideas that can travel far beyond our own bubbles.

That’s what I’ve been trying to do with my writing — breaking complex topics down to their essence.

But I want to go a step further.

I’ve started experimenting with infographics and digital flyers. Nothing revolutionary, but a new direction for me — and I wanted to loop you in. I hope it inspires others, too, because we all share a responsibility to combat misinformation.

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My first digital flyer: why plant-based diets lead the way in climate solutions

The flyer below focuses on what is arguably the most existential challenge we collectively face: the climate crisis — and the distinct role animal agriculture plays in it.

Despite decades of scientific evidence, many people still don’t realize that cutting animal products is one of the most impactful steps we can take to reduce our impact on Earth (along with other urgent benefits). The flyer summarizes what I consider the most important — and often overlooked — points about the role of animal farming in climate change.

I hope this flyer helps this vital message reach more people. If it resonates with you, please copy and share it widely — every share counts!

I need your honest feedback

Some of you may have already seen this flyer circulating — it’s already getting some traction on social media, and I’m really grateful.

Going forward, I’d like to share key flyers and visuals here first — before they reach a wider audience. Not for validation, but for honest feedback. If these ideas are going to persuade anyone, they need to be tested.

I’d love to hear your thoughts in the comments:

• Could this resonate outside the vegan bubble?

• Is it clear — or oversimplified?

• Is it shareable, or does it feel preachy?

Please be direct. Thoughtful criticism is exactly what I’m looking for.

What’s next

Obviously, I’m not a professional designer — and that’s okay. This is an experiment.

There will be more formats:
flyers, charts, diagrams, maybe even comics or memes.

The goal is simple: make important ideas simple to grasp — and easy to share.

Lately, I’ve been collecting a bunch of ideas in this notebook, and I can promise you: it’s going to be interesting. Stay tuned.

I’ll see you very soon
– Pala

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Have you ever wondered if feeding pets meat is really necessary?

When I finally looked into it, the results caught me off guard. I expected controversy — but the bigger picture was shockingly clear.

From ingredients to environmental impact and pet health, the conventional approach doesn’t hold up.

Whether you have a pet yourself or just care about them, here’s a no-nonsense overview of what you need to know. 👇

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6 Reasons Feeding Pets Meat Is Worth Rethinking

1) Land use

Feeding a 20 kg dog a beef-based diet for nine years requires land equivalent to 57 football fields, compared to 1.4 fields for a plant-based diet — a difference of roughly:

• 90% the size of the Disneyland Park

• 2.5× the footprint of the Pentagon

• 240 Olympic swimming pools

If all cats switched to nutritionally complete vegan diets, the land saved could feed ~70 million people. For vegan dogs, land saved would be larger than Mexico or Saudi Arabia, feeding ~450 million people — equivalent to the entire EU population.

2) Environmental impact

Cats on vegan diets could cut emissions beyond New Zealand’s national total. Dogs could save more than the UK’s annual emissions.

Animal-based pet foods also contribute heavily to environmental damage in other areas. Gregory S. Okin, Professor at UCLA, notes: “Through their diet, [dogs and cats in the US] account for about 25–30% of the environmental impacts from animal production — including land, water, fossil fuels, phosphate, and biocides.”

3) Impact on farmed animals

Globally, dogs consume ~8% of farmed animals, cats ~1.2%. In the U.S., cats and dogs consume one-fifth of all farmed animals.

Switching to vegan pet foods could spare roughly 6.9 billion farmed land animals annualy, along with billions of fish.

Over a lifetime, the average pet dog consumes 252 chickens, 4 pigs, 1 cow, and thousands of fish, nearly all of which endure intense suffering.

4) Pet health

Meat-based diets can carry parasites, toxins, antibiotic-resistant bacteria, hormones, heavy metals, or nutritional imbalances.

A 2024 study of 2,500+ dogs found that vegan diets resulted in:

• 48% lower odds of being considered unwell

• 36% lower odds of needing multiple veterinary visits

• 50% lower odds of requiring medication

• 40% lower odds of being rated severely ill

Vegan-fed dogs showed lower risk of common conditions: weight issues, ear disorders, gastrointestinal, musculoskeletal, and liver problems (50–61% risk reduction).

Owners reported additional improvements: shinier coats (34–37%), more energy (20%), better odor (31%), improved dental health (19%), less bad-smelling breath (21%), and fewer skin problems (26%).

A study involving over 1,400 cats found that cats on plant-based diets also tend to be healthier. Based on the available research, Professor Andrew Knight concludes: “health outcomes [of plant-based diets] for both dogs and cats are as good or better.”

Since cats have unique nutritional needs, it’s important to take care when planning their diet (see next section ‘Nutrition’).

5) Nutrition

Many “complete” meat-based pet foods fail to provide all essential nutrients. A UK study found 79% were deficient in required minerals or trace elements, and some contained excessive nutrients.

Plant-based formulations are specifically designed to provide all essential amino acids, vitamins, and minerals, often with more transparent labeling.

Note: While dogs are biologically omnivores and can adapt to plant-based diets more easily, cats require extra care. Any dietary changes for cats should be supervised by a vet — ideally one experienced in balanced plant-based nutrition. If a vet rejects the idea of transitioning to a plant-based diet, it’s important to know that experts and pet food associations confirm that cats can thrive and tend to be healthier on such diets.

6) “Natural” pet food is a myth

Conventional meat-based pet foods contain meats that dogs or cats would never encounter in the wild, such as cows, pigs, or ocean fish.

Ingredients can include:

• rendered bones, blood, slaughterhouse leftovers

• rancid fats, which can contribute to free radical damage linked to cancer

• “4D meat” from animals that were already Dead, Diseased, Dying, or Disabled before slaughter — legal in pet food but banned for human consumption

Critics note that pet food labels that contain meat from diseased animals “look exactly the same as pet food labels that contain human grade/quality meats” — and warn that low price tags are “almost a guarantee” that pet foods include low-quality 4D meats.

Do pets actually enjoy plant-based food?

Yes! Studies tracking 2,308 dogs and 1,135 cats found that vegan pet foods are “at least as palatable to dogs and cats as conventional meat or raw meat diets”. The researchers examined every known indicator of enjoyment, including jumping, barking, purring, licking, sniffing, and salivating, along with owner reports. It was the largest study of its kind — and the conclusion is clear:

Most pets enjoy plant-based meals, though experimenting with flavors to match preferences is wise. 🐶🐱

Share this article with any pet parents in your circle — don’t let them miss it!

The case for plant-based pet foods is far stronger than most people realize. Raising awareness about this can help others make informed choices and create a real impact. 🐾🌱

Want to dive deeper and have your questions answered?

Two of my subscribers — Don and Bev — are sponsoring the virtual “Paws & Plants Summit” on April 25. The live Zoom gathering will bring together several of the world’s leading veterinary researchers in the field, including the above-cited Professor Andrew Knight. You can sign up for the event here.

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A new peer-reviewed study published in Nature Food analyzed what will happen to agricultural assets in Europe as diets shift away from animal products.

Their conclusion is stark: a large share of today’s animal-agriculture-related infrastructure could become “stranded assets” — investments that no longer deliver any meaningful financial returns for companies.

Today, we’ll explore why that’s good news: why researchers see the shift toward a plant-based food system as increasingly inevitable, and why policymakers, investors, and consumers alike should work to accelerate it rather than stand in its way.

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Hundreds of billions at risk

Right now, around 78% of fixed agricultural assets in the EU food system are tied to animal agriculture and feed production. That includes barns, machinery, equipment, and breeding animals — hundreds of billions of euros in capital.

The study modeled three dietary scenarios:

• A modest 9.5% reduction in meat and dairy consumption

• A 60% reduction

• A full phase-out

Even the modest shift could put €61 billion in animal-farming assets at risk. A 60% reduction raises that to €168 billion. A complete transition? Up to €255 billion in stranded fixed assets.

In other words: the more society moves toward plant-based diets — something virtually every major expert body already recommends for climate, health, biodiversity, and animal welfare — the more fragile and exposed investments in animal production become. It may seem obvious, but this is the first time these scenarios have been quantified so clearly.

The media spin misses the point

Some outlets frame this as a threat, as if the only “safe” option is to keep eating animal products. For example, a Follow the Money headline warned: “Cutting even a little meat and dairy could cost Europe’s farmers €61 billion.”

But that framing is deeply misleading.

The study in question does not suggest that wealth simply vanishes. On the contrary, it describes a structural shift. Capital tied to animal agriculture declines, while plant-based sectors expand. Assets linked to vegetables, fruits, legumes, nuts, and alternative proteins grow significantly under the modeled scenarios. With proactive policy, the researchers argue, the transition could be gradual, allowing resources to be repurposed and transferred rather than abruptly lost.

This is not economic collapse. It is economic reallocation.

At the same time, the study does note that a more plant-based food system would require substantially fewer total assets overall. The reason is straightforward: producing meat and dairy demands not only more land, water, and energy, but also far more capital-intensive infrastructure — specialized buildings, equipment, and facilities — than crop production.

In the medium to long term, that doesn’t represent a “loss” for farmers or society. It represents cost savings. In economic terms, this is not wealth disappearing; it is the food system becoming more capital-efficient.

An industry propped up — and still risky

Let’s be clear about what we’re talking about.

Animal agriculture already survives on:

• Massive public subsidies

• Unfair tax advantages

• Externalized environmental costs

• Systematic disinformation about health, sustainability, and animal welfare

Despite this artificial support system, it still faces escalating risks:

• Growing climate regulation

• Rising public awareness of the cruelty and environmental destruction caused by the industry

• Accelerating breakthroughs in plant-based alternatives

• Rapidly improving affordability of vegan products — plant-based diets are already cheaper than animal-based ones, with further gains expected

• Shifting consumer norms, especially among younger generations

What could be more short-sighted than investing in an industry that is environmentally destructive, ethically indefensible, entirely unnecessary, heavily subsidized, facing rapid technological disruption, and now empirically shown to carry massive stranded-asset risk?

“My choice doesn’t matter” — yes, it does

The study’s most powerful implication isn’t just about investors. It’s about consumers.

Markets respond to demand.
Demand shifts create stranded assets.
Stranded assets create investor panic.
Investor panic accelerates transition.

Even a small percent reduction in meat and dairy consumption already translates into tens of billions in asset risk.

Every purchasing decision is a micro-investment signal. When millions of individuals move in the same direction, supply chains restructure and capital reallocates — some industries expand, while others shrink.

The animal farming sector, despite being heavily propped up with taxpayer money, is not immune to basic economic forces.

The shrinkage is inevitable

The contraction of animal agriculture is not a speculative fantasy. It is driven by major economic, technological, demographic, and ecological trends already in motion.

Virtually every major scientific and policy body — from the Intergovernmental Panel on Climate Change and the United Nations Environment Programme to the OECD and the National Academies of Sciences, Engineering, and Medicine — calls for substantial reductions in animal product consumption to meet climate and biodiversity goals. Professor Erik Mathijs, chair of the Science Advice for Policy by European Academies (SAPEA) Working Group, says people must “eat as little animal products as possible”.

Simply put, large-scale animal farming on a planet of over 8 billion people is incompatible with planetary boundaries. The question is no longer if the animal industry will shrink, but how quickly — and how chaotically. A managed transition demands halting new investments in animal agriculture now and redirecting capital toward plant-based systems.

Ignoring this is not pragmatism; it’s delaying the inevitable at a far greater cost. The only variables left are timing — and whether we choose to accelerate a controlled transition or wait for crisis to force it.

The real power shift

For decades, animal agriculture has presented itself as untouchable — too big, too embedded, too “essential” to fail.

That myth is crumbling.

The industry’s financial stability depends on one fragile variable: continued high demand for animal products. If that demand erodes — even moderately — billions in capital would migrate to emerging alternatives.

Consumers are not powerless. They are the market signal.

And markets, eventually, follow reality.

The reality is this: investing in animal agriculture is not just unethical and environmentally destructive. Increasingly, it looks like economic suicide.

The stakes are enormous. Those who ignore the risk now will face a major crisis. Those who act early will lead the food markets of the future.

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Lately, “ultra-processed” has become the buzzword of choice for anti-vegans. The claim goes something like this: vegans rely on industrial meat and dairy substitutes, so living this way must be unhealthy.

It’s a catchy claim. But it’s deeply misleading.

As anti-vegan misinformation gains traction — on social media and even among policymakers — it’s important to push back with clear, evidence-based information. Here’s what you need to know about the “ultra-processed” claim. 👇

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Debunking the panic around ‘ultra-processed’ vegan foods

1) Plant-based meat is healthier than meat

Plant-based meat couldn’t — and isn’t meant to — compete with the healthfulness of beans or legumes. Its purpose is to replace animal flesh, and on that front, it performs well. Compared to meat, plant-based alternatives generally contain less saturated fat, zero cholesterol, more fibre, and fewer harmful compounds linked to disease — even if some products are higher in sodium.

They’re not “health foods,” but they are typically a healthier alternative to meat — and the same goes for plant-based milk alternatives. Free from hormones and antibiotics, lower in calorie density, and continuously improving, plant-based options come out ahead on key long-term health markers.

2) Processing is not the problem

To single out plant-based foods for being “processed” misunderstands what the term actually means. It’s a description of what has been done to a food — not a judgment about its health effects. Cooking, freezing, fermenting, milling, pasteurizing: these are all forms of processing, and they have shaped human diets for centuries. In many cases, they improve safety, digestibility, and nutrient availability.

3) The UPF label is a useless instrument

The “ultra-processed food” (UPF) category lumps together foods with radically different health effects. A whole-grain loaf shares a label with soda; fortified plant milk with candy. That’s a poor guide for real diets. Tofu, tomato paste, and hummus are all processed — but that alone says nothing about how healthful or nutritious they are.

Of course, it’s true that many processed foods are unhealthy — but that’s due to what’s in them, not how they’re made. Health outcomes track far more closely with fiber, saturated fat, and added sugars than with any catch-all processing label. Reducing nutrition to a single buzzword dodges the real questions about ingredients, nutrients, and overall dietary patterns.

4) Methodology problems

It’s not just the “ultra-processed” label that’s problematic — the systems behind it are flawed and contradictory. Experts say the most common system, NOVA, ignores key dietary information and fortification benefits. One review concluded that NOVA “adds little to existing nutrient profiling systems, labels several healthy, nutrient-dense foods as unhealthy, and is counterproductive for addressing major global food production challenges.”

Other classification systems aren’t much better: they suffer from poor dietary assessments, selective reporting, and designs that confuse processing with other dietary factors. Reviews of six major frameworks found that “none specifies processing techniques clearly.” What’s left aren’t scientific tools, but vague and unreliable labels that obscure more than they inform.

5) Omnivorous diets are already UPF-heavy

If ultra-processing were truly the concern, the modern Western diet would be the obvious target. Processed meats, fast food, packaged snacks, sugary drinks, and refined dairy are common in omnivorous eating patterns. A recent U.S. CDC study found that Americans get more than half of their calories from ultra-processed foods.

Nearly a decade ago, the WHO classified all processed meats as Group 1 carcinogens (the same category as tobacco, asbestos, and plutonium). Yet few seem to care. Picking on people who occasionally eat a plant-based burger while ignoring bacon, sausages, and drive-through meals isn’t analysis; it’s selective framing.

6) Plant-based diets don’t require processed foods

Plant-based diets do not need processed foods at all. Many people I know eat diets built around legumes, grains, vegetables, fruits, nuts, and seeds — about as basic and unindustrial as food gets. These foods are often the healthiest, most sustainable, and least expensive options available.

Even when staples like tempeh, tofu, fortified plant milks, or the occasional meat or cheese alternative are included, highly processed plant-based products typically make up only a small fraction of overall intake.

7) Veganism isn’t a junk-food ban

Veganism is an ethical position about avoiding animal exploitation, not a promise of nutritional perfection. Treating it as a dietary purity test confuses a moral framework with individual food choices — and conveniently avoids engaging the ethics themselves.

Conclusion: the UPF narrative distracts from what really matters

The anti-vegan “ultra-processed” argument is a convenient escape hatch, letting critics ignore ethical and environmental concerns without rethinking their consumption.

Like all anti-vegan talking points, this critique falls apart on closer inspection. Plant-based meat is generally healthier than the animal products it replaces — and processing alone tells us little about a food’s health impact. The UPF narrative also overlooks two inconvenient facts: modern omnivorous diets are already saturated with ultra-processed products, and many of the strongest diet-related health risks are linked to animal products themselves.

By fixating on processed foods, we risk ignoring evidence-based priorities — like lowering saturated fat and cholesterol, increasing fiber, and minimizing harmful compounds — all areas where balanced plant-based diets consistently excel.

The real question isn’t whether a food fits neatly into a processing category. It’s whether our overall consumption patterns align with what we know about health, sustainability, and ethics. And on that broader measure, the direction of change is clear.

Thank you for reading!

Vegan Horizon is a reader-supported publication. If you’d like to support this project and help it grow, please consider joining as a free or paid subscriber. Sharing my articles and recommending this newsletter also helps tremendously, as I rely on word of mouth to reach more people. Thank you for stopping by. 💛

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Every so often, lawmakers are handed a rare gift: a chance to do something obvious, something morally undeniable, something that ends needless suffering for millions. Right now, the European Union has one of those moments.

Fur farming — an industry built entirely on confinement, cruelty, and a product nobody truly needs — is facing a reckoning. The EU Commission will soon decide whether to ban it. The evidence is overwhelming, the public is demanding it, and the industry is already dying. Everything points in one direction.

Alarmingly, the EU Commission’s history of neglecting farmed animals and bowing to industry pressure raises doubts that it will listen to the public. An upcoming court ruling could force action. Here’s what you need to know 👇

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The problem

Across Europe, around 1,000 fur farms are still operating. They hold roughly 7.7 million animals — minks, Arctic foxes, raccoon dogs — trapped in tiny cages, denied the ability to swim, run, hide, or otherwise behave like the animals they are. The result? Intense suffering and behavioural disorders like self-mutilation. According to the EU’s own scientific advisors, cruelty is baked into the system. No cage size, no “welfare standard,” no tweak can fix an industry that is fundamentally inhumane.

Millions are asking for change

In March 2022, the European Citizens’ Initiative Fur Free Europe collected over 1.5 million signatures — well beyond the required threshold — demanding a ban on fur farming and the sale of fur products. The EU Commission is legally required to respond.

The Federation of Veterinarians of Europe (FVE), representing 330,000 veterinarians across 39 European countries, has issued a statement supporting the demands of the citizens’ initiative. Twelve EU member state governments have also joined the chorus. Members of the European Parliament, across party lines, have told the EU Commission: “Breeding animals solely for the production of fur is outdated and ethically indefensible.”

Science is on the side of a ban as well: based on an in-depth investigation into fur farming, the European Food Safety Authority (EFSA) concluded that as long as the industry exists, serious animal suffering is unavoidable.

The industry is already collapsing

Even ignoring morality, economics tells the same story. Fur sales have collapsed over 90% in the past decade. The world’s leading fashion events, brands and all major fashion magazines have gone fur-free.

Environmental economist Griffin Carpenter, who is deeply familiar with the fur industry says it “generates value similar to that of the videotape rental business” and would not survive without billions in public subsidies. Any attempt to prop it up now is just delaying the inevitable.

Banning fur farming would simply acknowledge what’s already true: this industry is cruel, obsolete, and socially rejected. Phasing it out doesn’t punish anyone — it frees resources and farmers to invest in industries with a future.

What happens next

By March 2026, the EU Commission must decide whether to propose a ban. Skepticism is natural — the Commission has previously ignored public demands for animal protection. The fear is they’ll delay or water down this initiative as well.

Potential tactics to undermine the ban could include:

• Eternal delays (“political ghosting”)

• Legal loopholes protecting parts of the industry

• Replacing a ban with “improved standards” that fail to address the core ethical problem

On March 5, 2026, the EU Court of Justice is scheduled to hold a public hearing regarding the Commission’s failure to act on the previous End the Cage Age initiative.

A ruling against the Commission would significantly raise the political and legal cost of ignoring or diluting citizens’ demands, including the current Fur Free Europe initiative. The case is widely regarded as a test of whether European Citizens’ Initiatives still function as a meaningful democratic tool.

What you can do

The single most important action right now is public pressure. Share articles. Talk to friends. Raise awareness. If you live in Europe, you can also write to the EU Commission here — and ask others to participate as well. Every voice matters.

Whether the ban passes or not, the discussion itself is powerful — and if it gains enough attention, it will, at the very least, hurt the sales of this industry and shine a light on its intolerable cruelty.

The reality of Europe’s fur industry

The following photos were taken on fur farms by Andrew Skowron, a Polish undercover investigator and photographer who has spent years documenting animal exploitation in all its forms. You can visit his website here.

History will remember!

The EU has a chance to draw a clear line, to say that confining animals in cages for decorative clothing belongs firmly in the past. Ethics, science, public opinion, and economic reality are all aligned. The case couldn’t b clearer.

History rarely offers such straightforward moral exits.

Europe should take this one — and not look back.

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Plant-based milks have moved from the fringe to the mainstream, yet many still underestimate just how clear-cut the comparison with dairy really is. The advantages of plant-based milks are so overwhelming and so well-documented that it would be almost comical that anyone still consumes dairy — if the consequences weren’t so serious.

It’s crucial that more people understand this, so don’t hesitate to share the information below with those around you.

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Why It’s Not Even Close

Efficiency: plant-based milk wins

Compared with plant-based milk, producing cow’s milk involves an astonishing number of steps and resources:

Cow’s milk: A female cow is raised for 13–15 months, artificially inseminated, pregnant for nine months, gives birth, and is separated from her calf. She then cycles through repeated pregnancies, is regularly treated with antibiotics, and is slaughtered when her productivity declines. The process requires barns, pasture, milking systems, manure management, slaughter instruments, and machinery to pasteurize and refrigerate the milk — not to mention huge amounts of feed and water over her lifetime.

Oat milk: made by mixing oats with water, allowing the starch to break down naturally, adding a small number of basic ingredients (e.g., salt, oil, vitamins) if desired, and then heating and filtering the mixture. That’s it.

Oat milk uses about 90% less land and freshwater and produces 70% fewer greenhouse gas emissions than cow’s milk. The scale of dairy’s impact is huge: just 13 dairy companies generate as much greenhouse gas as the entire United Kingdom.

Even the least efficient plant-based options, like rice or almond milk, have a far smaller environmental footprint than cow’s milk, as this diagram shows:

Variety: plant-based milk wins

Unlike cow’s milk — which comes in only a narrow range of standardized options — plant-based milks offer a vast spectrum of flavors and textures, making it easy for anyone to find an option that suits their preferences.

Beyond oat milk, options include soy, rice, coconut, hemp, hazelnut, almond, cashew, pea, macadamia, walnut, and pistachio milks — just to name a few. As innovation in the space grows, new alternatives regularly enter the market.

Kindness: plant-based milk wins

As devastating as they are, the environmental impacts of the dairy industry are arguably not even its worst aspect. Above all, the industry is shockingly cruel.

Cow milk production is a continuous cycle of forced pregnancies, traumatic mother-baby separations, mutilations without anesthesia, slaughter of baby cows, and countless other brutal forms of abuse. Dairy cows are bred to produce up to ten times more milk than they naturally would, which often causes painful udder infections — and leads to pus in the milk supply.

“Some farms might be less cruel than others, but there is no such thing as cruelty-free milk,” says Erica Meier, former president of Animal Outlook.

If anyone argues that plant-based milks are also bad because animals are killed during harvest, this is a flawed argument. Here’s why.

Health: plant-based milk wins

When it comes to health, plant-based milks also have the edge over cow’s milk. Unlike dairy products, which are often high in saturated fat and cholesterol, most plant-based milks contain little to no saturated fat and none of the cholesterol. Many are naturally rich in fiber, vitamins, and minerals — and fortified with calcium, vitamin D, and B12 to match or exceed the nutritional profile of cow’s milk.

Cow’s milk, on the other hand, is associated with a range of health concerns, including:

• heart disease (the world’s leading cause of death)

• digestive issues (worldwide, around 65% of adults are lactose intolerant)

• acne

• obesity

• certain cancers (such as prostate, breast and ovarian)

• type 2 diabetes

Cow milk production is also a major driver of pandemic risk or antibiotic resistance.

Meanwhile, plant-based alternatives are easier to digest, often lower in calories, gentler on your body — and carry none of these serious risks to public health.

What about price?

Research shows that, on average, going plant-based saves you a significant amount of money. Some plant-based milks are still more expensive than dairy, but it’s important to look at the full picture before drawing any conclusions:

• Dairy is heavily subsidized: The animal agriculture industry gets billions in government support that plant-based alternatives don’t — a clear example of state-funded market distortion.

• Unfair tax advantages: animal products like cow’s milk often get a lower value-added tax (VAT) than plant-based alternatives, which experts consider unjustified discrimination against the plant-based sector.

The subsidies and unfair tax breaks that favor animal products aren’t freebies — they’re hidden costs we all bear as a society.

The best way to change this? Choose plant-based alternatives. Every animal product we don’t buy reduces the influence of the meat and dairy lobbies and undermines an industry built on shifting its real costs onto society. As demand for plant-based foods grows, production becomes more efficient, investment increases, and competition intensifies — which naturally drives prices down over time.

So again: overall, plant-based living is already cheaper. But with more support through consumption, that price advantage could grow even larger in the near future.

So why the heck would anyone still choose dairy?

Beyond the well-known human habit of clinging to outdated traditions long after they’ve been exposed as unethical and unsustainable, there’s another force at play: the dairy industry itself. Big Dairy has been misleading us for decades.

One of the most persistent myths they sell us is that we need cow’s milk for calcium and healthy bones. We don’t. Research shows that dairy products have little or no benefit for bone health. Calcium is found abundantly in plant foods, such as leafy greens, broccoli, legumes, nuts, and seeds — and plant-based milks can easily be fortified with it.

Another reason many people still consume dairy is that it manipulates the brain’s reward system. When digested, the milk protein casein breaks down into compounds that stimulate the same brain receptors activated by heroin and other narcotics, reinforcing cravings and habitual consumption. Because of this effect, physician and researcher Dr. Neal Barnard famously refers to cheese as “dairy crack”.

This addictive mechanism evolved to keep young mammals dependent on their mothers, not to nourish adult humans. Once dairy is removed from the diet, these cravings typically fade within a few weeks — revealing just how artificial and unnecessary the dependence really is.

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In a decision that could reshape how cities use public space, Amsterdam has voted to ban outdoor advertising for meat products and fossil fuels.

The move makes the Dutch capital the first in the world to prohibit meat advertising citywide — a clear statement that products driving climate breakdown and public health risks no longer belong on billboards, streets, and bus stops.

Public space, public responsibility

Under the new rules, advertisements for hamburgers, diesel cars, cruise holidays, and air travel will disappear from billboards and public transport shelters across the city. Shopkeepers will still be allowed to promote products on their own premises, but city-owned space will no longer serve as a marketing platform for high-emission industries.

The ban was approved by a majority of city councillors and championed by GroenLinks and other progressive parties. “There is no place in Amsterdam for advertising by large corporations that drive the climate crisis,” said GroenLinks councillor Jenneke van Pijpen, calling the vote a win for both climate protection and public health.

The dairy blind spot

If the goal is to align public space with climate science, it is difficult to ignore the environmental impact of the dairy industry.

Dairy production is a major driver of deforestation and water pollution. It requires massive amounts of land, feed, and water, and generates significant methane emissions — a highly potent greenhouse gas. The climate impact of just 13 dairy firms is equivalent to that of the entire United Kingdom. For comparison, oat milk uses about 90% less land and freshwater and produces 70% fewer greenhouse gas emissions than cow’s milk.

Yet, for now, dairy advertising continues to occupy public space without restriction. This does not diminish the importance of Amsterdam’s decision — but it does suggest that the policy may be a beginning rather than an endpoint. As awareness grows and climate commitments deepen, extending the same logic to dairy would be a consistent and scientifically grounded next step.

Beyond their environmental impact, these industries are also responsible for widespread animal suffering, further underscoring the case for limiting their promotion in public spaces.

Not an isolated decision

Amsterdam’s move builds on a growing trend across the Netherlands. Cities including The Hague, Utrecht, Delft, and Nijmegen have already introduced similar restrictions. Nijmegen, which endorsed the Plant Based Treaty, paired its ban with initiatives celebrating plant-based food — showing how policy can actively support positive alternatives rather than merely restrict harmful ones.

Amsterdam itself has also already signed the Plant Based Treaty, making this advertising ban feel less like a radical departure and more like a natural extension of existing commitments.

A model for other cities

As governments struggle to meet climate targets, Amsterdam’s approach offers a clear and replicable blueprint. Public advertising space is limited and influential. What appears on it should serve the public interest — not corporate profits at any cost.

If cities are serious about climate action, banning the promotion of products that undermine those goals is an obvious place to start. Multiple cities in the Netherlands have now shown that it can be done — and it’s crucial to carry this transformation into cities across the world.

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You've probably already seen critical coverage of the new U.S. dietary guidelines — and for good reason: they are the most blatant corporate propaganda in the history of U.S. nutrition policy. What most coverage misses, however, is the opportunity this moment presents: a once-in-a-generation chance to push back against dietary misinformation and expose industry influence. Today, I’ll show why — and how — we can seize it.

Industry capture of nutrition policy is not new. Corporate interests have been shaping dietary narratives for decades. What makes this moment different is how grotesquely obvious it has become. The guidelines released by Health Secretary RFK Jr. are so brazen, so naked in their deference to industry talking points, that they amount to a high-stakes gamble. Their authors are betting that more people will passively accept the claims than will encounter and share the overwhelming counterevidence. That gamble only works if we stay passive — and it can backfire spectacularly if we don’t.

Many people have already done the work of tearing these guidelines apart. Here, I’ll concentrate the most important information into a clear, focused overview, with one goal in mind: to make it as easy as possible for you to share it, and to help ensure that this brazen assault on our health collapses under public scrutiny.

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Why We Cannot Let This Opportunity Slip

Some argue that people don’t actually follow the dietary guidelines in their daily lives, and therefore they have little practical influence. But that is a dangerous misconception. While many individuals may ignore them, the guidelines directly shape billions of meals each year through programs like the National School Lunch Program, the military, and other federally funded food initiatives.

No matter how absurd the recommendations seem, they pose a serious public health risk and could exacerbate a wide range of additional harms, from animal suffering to environmental damage and climate impacts. By exposing RFK Jr.’s misinformation, we can help institutions — and the broader public — to challenge the guidelines and use them as a catalyst to question the influence of Big Meat and Dairy on health policy.

9 Key Messages: What the Public Needs to Know About the New US Dietary Guidelines

1) Blatant promotion of Big Meat and Dairy

The new guidelines aggressively recommend meat and dairy, directly contradicting nutrition science consensus and the federal government’s own expert advisers.

In 2025, the Dietary Guidelines Advisory Committee (DGAC), a panel of independent scientific experts in nutrition and health that advises the U.S. government, recommended cutting meat consumption. They suggested shifting the focus to beans, legumes, and peas instead — and reclassifying them from the vegetable category to the protein category. RFK Jr.’s push for animal products goes squarely against these recommendations, without any coherent justification.

2) Erasure of well-documented harms

The new guidelines completely ignore the extensive evidence linking animal product consumption to a long list of health risks, dismantling decades of scientific progress.

Beyond individual health risks — such as type 2 diabetes, cancer, obesity, and heart disease — this omission extends to broader harms. Animal agriculture is a leading driver of antibiotic resistance, pandemic risk, environmental destruction — and a major contributor to climate change, which the United Nations has identified as the “single biggest health threat facing humanity.”

3) Fearmongering about plant-based diets

The guidelines single out vegetarian and vegan diets as uniquely risky, exaggerating supposed “nutrient gaps” without solid evidence. In doing so, they ignore the clear consensus of major nutrition organizations that balanced plant-based diets are nutritionally adequate at all stages of life. They also overlook the fact that supplementing key nutrients is cheap, simple, and often the safest way to obtain essentials like vitamin B12 — even for omnivores.

What’s especially misleading is the double standard. While vegans are urged to monitor nutrient status, omnivores — who also experience widespread deficiencies — are spared the same scrutiny. At the same time, the guidelines ignore extensive research showing that balanced plant-based diets deliver substantial health benefits, so significant that their broader adoption could save hundreds of billions of dollars in healthcare costs.

4) Anti-corporate branding, pro-corporate reality

RFK Jr. claims his new guidelines are designed to counter the influence of Big Food — and promised that his expert panel would have no “conflicts of interest.” In reality, the opposite is true:

Several members of his panel have financial ties to the beef and dairy industries, raising serious questions about the guidelines’ independence. Stanford Medicine calls it hypocrisy: while the current administration criticized previous committees for conflicts of interest, RFK Jr.’s experts “reveal even clearer alignment with the interests of Big Meat, Big Dairy, and Big Food.” The Center for Science in the Public Interest notes that Kennedy “evaded public and transparent processes to create a new ‘scientific’ report that props up the meat and dairy industries at the expense of human and environmental health.”

The Physicians Committee for Responsible Medicine even launched a legal challenge demanding that the guidelines be withdrawn, citing “rampant [and] unlawful industry influence”.

RFK Jr. presents himself as an anti-establishment figure, yet he strengthens one of the most powerful, aggressively lobbying, and corrupt industries in the world. The scale of this misconduct is staggering — 340 million people’s health is being subordinated to financial incentives for a small group of “experts”.

5) Doubling down on the protein myth

The guidelines call for increased protein intake, despite the fact that Americans already consume more than enough — and often far too much. Nutrition experts have warned for years that the U.S. is not facing a protein deficiency problem, but a protein obsession. Excess protein intake, particularly from animal sources, has been linked to cardiovascular and metabolic health risks.

What’s more, this narrow focus on protein comes at the expense of what Americans actually lack: fiber. While protein is ubiquitous in the food supply, fiber — found exclusively in plant foods — is chronically underconsumed and strongly associated with better metabolic and cardiovascular health.

6) Undermining whole grains

The guidelines massively downplay whole grains, despite their well-documented health benefits. Whole grains are nutrient-dense and have been associated with a lower risk of all-cause mortality, cardiovascular disease, and total cancers, supporting their role in overall health and longevity.

7) Promoting saturated fat

RFK Jr. claims to be “ending the war on saturated fats,” even as leading authorities like the American Heart Association identify saturated fat as a driver of heart disease (the number one cause of death in the U.S.). While Kennedy’s guidelines still advise limiting saturated fat to under 10% of calories, they also simultaneously promote red meat, butter, and full-fat dairy. Medical experts say “following these recommendations would make it difficult, if not impossible, for Americans to remain below the recommended upper limit for saturated fat threshold, making these guidelines internally inconsistent.”

8) Contradictions and errors

Experts have highlighted numerous factual errors and internal contradictions in the new guidelines. Stanford Medicine notes that the guidelines “diverge from science in ways that introduce confusion, inconsistencies, and avoidable errors [such as listing butter and beef tallow as essential fats]. This ultimately undermines public trust and will likely lead to unnecessary and avoidable harm to public health and vitality.”

Kevin Klatt, assistant professor of nutritional sciences at the University of Toronto, points to “multiple levels of contradictions and errors,” while Vox describes the new food pyramid as “a contradictory mess.”

9) RFK’s breathtaking incompetence

Last but not least, the guidelines were spearheaded by a man who is profoundly unfit for the role. RFK Jr. has no medical, nutritional, or public health training whatsoever: his education is in history, literature, and law, with no clinical experience, no public health degree, and no leadership background in health agencies. Any public health student has more formal health training than the current head of U.S. health policy.

Beyond his lack of qualifications, RFK Jr. has spent years promoting conspiracy theories and demonstrably false health claims — from vaccine misinformation linked to deadly measles outbreaks, to baseless assertions about Aids not being caused by HIV, wireless technology causing cancer, and COVID-19 being “ethnically targeted” to spare Ashkenazi Jews and Chinese people. He openly follows and promotes the pseudoscientific “carnivore diet,” despite broad expert warnings about its risks, and has repeatedly dismissed well-established food safety and public health guidance. He also says he treated his ADHD with Heroin.

Taken together, this record matters. These guidelines were not shaped by a credible health expert engaging seriously with evidence, but by a political figure with a long history of rejecting scientific consensus, amplifying misinformation, and undermining public trust in medicine.

Under RFK Jr.’s watch, measles cases are rising, healthcare costs are soaring, and life-saving research is being gutted. Members of Congress call him “the biggest self-created threat to our health” — and he faces criticism even from his own family: John F. Kennedy’s daughter has called him a “predator,” asserting that he is “addicted to attention and power” and ultimately “unqualified” to shape the nation’s health policy. RFK Jr.’s cousin Jack Schlossberg labeled him “dangerous,” and his brother condemned his public statements as “deplorable and untruthful.”

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What You Can Do

Never in U.S. history have the dietary guidelines been so blatantly at odds with scientific evidence and the recommendations of the government’s own advisors. This is a rare opportunity to push back and show Big Meat and Big Dairy that their misinformation can backfire.

Here’s how you can make a difference:

• Mobilize others. If you’re looking for a simple way to help, share this article — on social media or directly with people you know. The more people who are informed and engaged, the greater the chance we can turn this manipulation campaign against its creators.

• Speak out online and offline. Raise awareness that the so-called “experts” behind the new U.S. dietary guidelines have financial ties to Big Meat and Big Dairy. Point out that promoting animal products while casting doubt on plant-based diets goes against scientific consensus. Use the evidence in this article to show that RFK Jr.’s guidelines are a blatant betrayal of the public’s trust. Even the government’s own Dietary Guidelines Advisory Committee recommended focusing on plant-based protein sources instead of animal products — but their advice was simply ignored.

• Reach out to key institutions. If you have the time, contact organizations that shape health and nutrition decisions or serve meals to large groups of people, and alert them to the factual errors, bias, and misinformation in the new dietary guidelines. You can write one message and send it directly to multiple organizations. This can include institutions you interact with locally, as well as organizations you identify through research — for example:

  • Hospitals and health systems

  • Universities and colleges

  • Schools and school nutrition programs

  • State and local public health agencies

  • Parent and family associations

Thank you for reading!

Vegan Horizon is a reader-supported publication. If you’d like to support this project and help it grow, please consider joining as a free or paid subscriber. Sharing my articles and recommending this newsletter also helps tremendously, as I rely on word of mouth to reach more people. Thank you for stopping by. 💛

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Nearly ten years of vegan activism have taught me one thing: anyone can make a real difference for animals. In this guide, you’ll find 18 ways to take action — from quiet, behind-the-scenes efforts to bold, public campaigns — with tips and resources to help you maximize your impact.

Being active for animals isn’t just important; it’s deeply rewarding. Whatever your personality, skills, or energy level, you can find a way to contribute that feels meaningful.

Don’t be overwhelmed by all the options. You don’t have to do everything at once. Start with one or two approaches that resonate with you, and let them grow naturally. The goal is simple: find what fits your strengths, sparks your passion, and creates real impact for animals. Let’s dive in!

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Ways to Take Action

1. Recommend documentaries

2. Do street outreach

3. Wear and display your message

4. Create & share online content

5. Give speeches or workshops

6. Engage with vegan-curious people

7. Participate in events

8. Host events or start a club

9. Join organized animal advocacy

10. Connect with activists online

11. Use art to spread the message

12. Take care of animals

13. Use your professional influence

14. Contact businesses and influencers

15. Support vegan businesses

16. Start a vegan business

17. Become a vegan athlete

18. Encourage other vegans to take action

1) Recommend Documentaries

Documentary films go beyond simple posts or memes by telling a compelling, emotional story that can deeply resonate with viewers — making them one of the most impactful tools for vegan activism.

Share & suggest viewing

• Share links to documentaries on social media, group chats, blogs, or newsletters.

• Recommend films to friends, family, or colleagues (and offer to watch them together for a shared experience, if you feel like it).

• Encourage discussion afterward to help the message stick.

Resources:

• Curated shortlist of recommended documentaries

• Why documentaries are so impactful and how to use them for vegan advocacy

• Step-by-step instructions for sharing award-winning documentary ‘Dominion’ with friends

2) Do Street Outreach

Street activism can be challenging, but it’s incredibly rewarding — offering personal conversations, hands-on learning, and eye-opening experiences that reach people beyond the vegan bubble.

Ways to get involved

• Animal rights squares: Take part in projects that display footage from farms and slaughterhouses in public while outreachers engage with passersby.

• Tabling: Set up a vegan information booth at university campuses, local festivals, or community events. Many organizations provide tips and materials for effective tabling.

• Leafleting: Print vegan flyers or pamphlets to hand out or leave in mailboxes, supermarkets, and on public noticeboards. For an overview of some materials that can be downloaded or delivered by mail, see here.

Get involved with established networks

• Anonymous for the Voiceless (AV): A global grassroots animal rights organization coordinating 100,000 volunteers in 375 chapters across 61 countries. They specialize in street activism, including the Cube of Truth. Check their world map to see if there’s an AV chapter in your town.

• We The Free: A global animal rights and vegan street outreach organization focused on innovative, impactful advocacy and community building. You can find or start a local team through their website.

Tips:

• Prepare for outreach conversations: Take the time to get ready before engaging with people. Watch a step-by-step tutorial for vegan outreach — for example, this one.

• Use VR technology where possible: 360° footage can be incredibly powerful in showing the reality of animal industries. Whether at a booth or an animal rights square, consider using Virtual Reality (VR) devices to show interested passersby footage from farms or slaughterhouses. Where funds for more advanced equipment are limited, even simple VR setups using a smartphone can be highly impactful.

3) Wear and Display Your Message

When you spend time in public, hundreds or even thousands of people may see you. Each glance is an opportunity to spark curiosity in non-vegans and encouragement in fellow vegans.

Let your outfit speak

One of the simplest actions: wear clothing or accessories with a clear but non-offensive vegan message. Examples include printed t-shirts, hoodies, tank tops, caps, pins, or tote bags.

You can easily find activist accessories and clothing online. Choose simple slogans or images that invite reflection rather than provoke defensiveness.

Create your own activist clothing

If you enjoy being creative, you can also design your own slogans and visuals:

• Sew or iron on patches

• Stencil, print, or paint messages directly onto fabric (there are many fun techniques — search online to find what suits you)

• Order custom prints with your own designs

For inspiration, here are some examples of short slogans you can use. Feel free to adapt them or create your own. Looking at activist clothing from other creators online can also help spark ideas.

If you’re skilled and receive positive feedback, you could make activist clothing for friends — or offer your designs online through marketplaces like Etsy to make them available to other vegans.

Go beyond clothing

Everyday objects can also carry messages:

• Stickers on phones, laptops, bikes, water bottles

• Bags, notebooks, helmets

If you own a vehicle, it can function as a moving billboard:

• Bumper stickers

• Window decals (here is one example, and you can find many more great options online)

High-quality decals, applied correctly, last for years and can communicate a vegan message to hundreds of people in traffic every single day.

Some people even choose permanent forms of expression, like animal-rights or vegan-themed tattoos. While this is a deeply personal decision that should be carefully considered, it can powerfully convey how deeply the issue matters to you.

4) Create & Share Online Content

Start with a one-minute action

One of the easiest things you can do right now: update your social media profile descriptions or website with a link to a compelling vegan video. Good examples: 3Minutes, Earthling Ed’s speech or Dairy is Scary. This turns every profile visit into passive outreach.

Share & amplify existing vegan content

Writers, filmmakers, and designers have put a lot of effort into creating powerful vegan outreach material — make use of it!

Search for relevant keywords on platforms like Pinterest, Reddit, Facebook, and Threads. Save the content that resonates with you, organize it, and start sharing it regularly. Make this a habit.

I won’t list a bunch of materials here, as everyone sharing the same content would be boring and ineffective.

If you prefer a more strategic approach to sharing content, the guides here and here explain how this can work on Reddit.

Create your own content

If you enjoy being creative, contribute in ways that match your strengths:

• Create memes, comics, infographics, charts, or short videos

• Make art, animations, or simple educational visuals

• Write blog posts, threads, poems, or essays

• Share honest opinions on camera if you enjoy speaking

• Pitch articles to local or online publications

Don’t be shy about sharing your work. Welcome constructive feedback and refine your approach over time.

Tips:

• Only share well-founded, trustworthy information.

• Before you post, always try to evaluate content from the recipient’s perspective: Does this feel fair and genuinely convincing to non-vegans?

5) Give Speeches or Workshops

If you feel comfortable speaking in front of people, offering a speech or workshop can be a highly impactful form of vegan activism.

You don’t need a stage or a large audience. Meaningful conversations can happen in many settings, such as:

• Local festivals, sustainability fairs, or community days that attract open-minded people

• University lectures, student group meetings, or invited classroom talks

• Meetups hosted by NGOs, collectives, or community initiatives

• Workplace lunch-and-learn sessions

• Circles of friends or family (for example, giving a short introduction before watching a vegan documentary together)

I’ve prepared a ready-to-use speech on veganism. Feel free to use it as is or adapt it to your own style and context. You can also create your own speech or workshop concept and think creatively about which setting, event, or situation it would fit into — then reach out to a few relevant spaces with a short, clear description of what you’re offering.

Tips:

• Always make sure your audience knows what’s about to happen, so they feel informed rather than ambushed. If you’re speaking at an event, always check in with the organizers beforehand to ensure your contribution is appropriate and welcome.

• Consider filming your talk. Many vegan activists have shown that recording and sharing speeches online can dramatically extend their reach and impact — if you feel comfortable doing so.

6) Engage with Vegan-Curious People

When you encounter someone online or offline who seems curious about veganism:

• Respond kindly and supportively

• Offer guidance for their transition — for example, recommend programs like Challenge22 to help them get started

The tool 5 Minutes 5 Vegans makes it easy to find people considering veganism and offer guidance.

Tips:

• If you encounter anti-vegan arguments during your outreach, this toolkit of resources can help you respond quickly and confidently. Consider bookmarking it so you always have it on hand.

• Don’t waste time engaging with trolls. If someone is aggressive or clearly unwilling to listen, step away from the conversation and avoid getting drawn into unnecessary conflict.

7) Participate in Events

Attending vegan and animal rights events is a great way to connect with like-minded people, gain inspiration, and support the movement.

Look for opportunities nearby via social media and local animal rights organizations.

Examples of events

• Animal rights marches and protests

• Vegan festivals and conferences (such as Vegan Camp Out, VegFest, Plant Based World Expo, Vegan Playground, Vegan Summerfest, Animal Advocacy Conference, CARE Conference, Animal Liberation Gathering, and Animal Rights Conference)

• Thematically relevant readings, lectures, panel discussions, or film screenings

Whenever possible, participate actively:

• Offer to volunteer or help organize

• Engage in conversations and networking

• If you attend demonstrations, look for ways to contribute: give a short speech, perform music, create an eye-catching sign, bring a drum or music group if you’re part of one, or find another way to add energy, creativity, and visibility to the action.

8) Host Events or Start a Club

Organizing events is a fun and effective way to introduce people to veganism and build a local community of like-minded individuals. Social gatherings let people experience plant-based living in a relaxed, engaging setting.

Ideas for events in your community

• Vegan potlucks or meals: Invite friends and family over and cook plant-based dishes. Show them how tasty vegan meats, desserts, and drinks can be.

• Vegan meetups or clubs: Start a regular meetup to share ideas, plan activism, or just connect with others interested in veganism.

• Film screenings: Show documentaries on animal welfare, environmental issues, or health benefits. A brief introduction and discussion afterward can make the experience more engaging.

  • Films can focus on animal welfare, environmental aspects, and/or health benefits of veganism. To choose a suitable film, check this list of recommended films for screening.

  • For film screenings at public venues, read this guide to hosting a vegan film screening.

Tips:

• Unless the event is specifically for internal discussions or activism planning, always consider inviting non-vegans to help reach beyond the vegan “bubble.”

• Have relevant materials on hand for attendees interested in learning more or taking the next step, such as the Vegan Cheat Sheet or this article.

• If there are other vegans in your area, consider inviting them to start an event or club with you. Collaborating with others can make the process both easier and more fun.

• If you need guidance, organizations like PETA2 offer support and advice for launching local activism groups or meetups. Don’t hesitate to reach out to other vegan organizations for advice or assistance — motivated and engaged people are always welcome.

• If you don’t want to create a concept from scratch, you can also start a local chapter of an existing organization, such as We The Free, The Vegan Society, Anonymous for the Voiceless, or Plant-Based Universities.

9) Join Organized Animal Advocacy

Many animal advocacy organizations do essential, high-impact work but operate on very limited budgets, which often makes it difficult for them to hire staff. By offering your time and skills as a volunteer, you can directly support their mission and help amplify their impact.

How to find the right organization

A good starting point is to explore existing networks and overviews. The Animal Rights Map shows animal rights organizations around the world and helps you discover groups active in your region. Another helpful resource is the Vegan Cheat Sheet, which includes a list of “Online & Local Vegan Activism Organizations.”

In addition, doing your own research can help you discover even more opportunities. Try searching social media platforms and search engines for terms like “vegan” or “animal rights” together with the name of your city or region. If you connect with local vegan activists or groups, ask them about other organizations and contacts — they may know of smaller or newer initiatives that aren’t widely advertised.

Reaching out to organizations

Some organizations publicly list volunteer positions, but even if they don’t, you can always reach out on your own initiative. When contacting them, it helps to briefly explain:

• What skills or experience you can contribute

• Why you would like to volunteer with their organization

• What your availability looks like

• Where you are based (city and country)

10) Connect with Activists Online

Beyond attending in-person events, there are many ways to connect with like-minded activists online.

You can join networks such as HIVE’s Slack channel with 4,500+ animal advocates, r/veganactivism on Reddit, large animal rights communities on Discord, or search for Facebook groups focused on vegan activism and animal rights.

On the HIVE Slack channel, you can join the #x-donut-meetings channel, which randomly pairs you with a fellow animal advocate from around the world for a one-on-one chat every three weeks.

If you come across interesting posts, projects, or activism online that resonate with you, don’t hesitate to reach out to the creators or organizers. If your interests overlap, suggest a brief introductory call — even small connections can grow into a supportive community and opportunities to collaborate.

11) Use Art to Spread the Message

If you enjoy expressing yourself creatively, art can be a powerful and approachable form of vegan activism. Creative actions can spark curiosity, evoke emotion, and reach people who might otherwise avoid political or ethical discussions.

Ways to get creative

• Street chalking: Write short, eye-catching vegan messages on sidewalks or public squares. It’s low-cost, effective, and fun! High-traffic areas work best, and clear, readable lettering makes a big difference. I have compiled my favorite slogans for vegan chalking here — pick your favorites!

• Posters, stickers, and flyers: Create your own designs or use ready-made stickers and materials (e.g., these animal, environment or food pull-tab posters). Place them strategically where many people will see them.

• Music and performance: If you’re musically or artistically inclined, consider street music, drumming, dance, or performance art with a vegan message. Even a simple sign alongside your performance can spark conversations (e.g. “I’m not asking for money. I’m just asking for your attention. Visit WatchDominion.org”). If you know other creative vegans, consider joining forces to form an activist performance or music group.

• Written and visual art: Poems, short texts, or illustrations can communicate vegan ideas in a relatable and emotionally engaging way. You can publish them online, hang them up in public spaces, or find other creative ways to reach non-vegans, such as placing them inside popular books at libraries.

• Projection activism: Use a projector to beam vegan messages, striking visuals, or powerful footage onto buildings. Bold, high-contrast images and short messages work best, especially after dark. This eye-catching approach can engage large audiences instantly and create memorable, shareable moments that spread widely on social media. It can be further enhanced with music, narration, or subtitles for even greater impact.

• Reverse graffiti: A clever technique where messages are created by cleaning dirt off surfaces instead of adding paint or chalk (see here for a demonstration). This method requires access to a pressure washer and sturdy stencils, so it involves a bit more preparation, but it can be fun and highly impactful. In some countries, larger DIY stores rent out pressure washers — it’s worth calling around in your area to check. To make it easier to refill the water supply on-site, you can use a cargo bike or car to transport enough water, so you don’t have to run back and forth to a tap.

Creative activism works especially well because it feels less confrontational and more inviting. It allows people to encounter the message on their own terms — and often leaves a lasting impression.

Tip:

• Share your art online! If you’re proud of your chalking, music performance, or other creative activism, share photos and videos with friends, family, and on social media. Doing so not only inspires fellow vegans to try your ideas and get involved, but also greatly amplifies the reach of your message.

12) Take Care of Animals

Volunteering to help animals in need is one of the most direct and rewarding ways to make a difference. This can include working at an animal sanctuary, fostering rescued animals, adopting animals who need extra care, or even creating and running your own sanctuary.

To see if there are animal sanctuaries near you, explore the Global Animal Sanctuary Database and other directories listed here — and if you find one, don’t hesitate to reach out!

Sanctuaries often offer a variety of ways to get involved, including:

• Feeding, cleaning, or general animal care

• Coordination, planning, and fundraising

• Improving web presence and social media work

• Assisting with events, tours, or educational programs

Share your experience! Animal sanctuaries and rescue organizations often play a vital advocacy role and create highly shareable content that can inspire change. Document your work and share it on social media alongside vegan messages. Highlighting these efforts and gentle care for animals can inspire others, raise awareness, and turn hands-on animal care into a powerful tool for social change.

13) Use Your Professional Influence

We spend a large part of our lives at work — and many careers offer meaningful opportunities to advance vegan values. No matter your profession, consider how you can use your skills and position to drive change.

• Teachers: Integrate lessons on sustainability, ethics, or food systems into your classes.

• Medical professionals: Share evidence-based information on the health benefits of plant-based living.

• Chefs and food professionals: Add, refine, and showcase delicious vegan dishes. In particular, making plant-based options the default on menus can greatly boost their adoption.

• Business leaders: Shift existing business models in a more compassionate direction.

• Researchers and academics: Contribute to studies on plant-based nutrition, sustainable agriculture, or animal ethics — and share your findings in ways that are accessible and engaging for a broad audience.

You can also use idle moments at work more intentionally. Instead of mindlessly doomscrolling during downtime, read, share, comment on, or contribute to vegan projects and content. Small, consistent actions woven into your professional life can add up to substantial impact over time.

14) Contact Businesses and Influencers

Consider contacting restaurants, cafeterias, grocery stores, schools, hospitals, or workplaces to request more vegan or plant-based offerings. Thank them for what they already do well, then politely ask for additional or improved vegan options.

If they already provide strong vegan choices, you can also encourage them to make these options the default — for example, offering plant-based milk as the standard in coffee or plant-based meals as the primary option in hospitals or university cafeterias. Making plant-based options the default can significantly increase uptake.

You can also reach out to public figures — such as artists, authors, or athletes — and respectfully invite them to explore veganism or, if they are already vegan, encourage them to speak up for the cause. If you’re looking for inspiration, you can find example messages here.

Tips:

• Explain why the issue matters to you (see here for some ideas)

• Clarify why your perspective should matter to them. When contacting public figures, mention that you’re a fan who supports and recommends their work. When reaching out to businesses or institutions, note that you’re a regular or interested customer.

• Keep your messages friendly, concise, and well written.

This kind of advocacy can be done from home and requires no special skills — just thoughtfulness and consistency.

15) Support Vegan Businesses

Beyond directing your consumer dollars toward vegan and cruelty-free companies (which is essential!), there are other powerful ways to help vegan businesses thrive:

• Leave positive online reviews to highlight great products and services.

• Recommend your favorite vegan products to friends, family, colleagues, or your online community.

• Cater events with vegan vendors.

• If you have access to advertising spaces, use them to promote local vegan businesses.

• If you hold decision-making power in an organization, explore opportunities to collaborate with or source products and services from vegan companies.

16) Start a Vegan Business

Vegan options have expanded rapidly in recent years, but there’s still plenty of room for better, more accessible, and more affordable plant-based products and services.

Every successful vegan business — whether in food, fashion, cosmetics, hospitality, or tech — helps normalize plant-based choices, shifts markets, and reduces reliance on animal exploitation.

If entrepreneurship is within reach for you, consider how your skills, interests, or professional experience could translate into a vegan product or service people genuinely want. For inspiration, this article — and the comments below it — offer a wide range of concrete vegan business ideas.

17) Become a Vegan Athlete

One of the strongest forms of advocacy is social proof — and athletic performance is no exception. Being a vegan athlete shows, in a very visible way, that a plant-based lifestyle supports strength, endurance, and recovery.

Whether you’re a powerlifter, yogi, cyclist, runner, or team-sport athlete, embracing veganism in your sport can naturally spark conversations. For vegan athletes, every workout is an opportunity to challenge outdated stereotypes and inspire others.

If you feel comfortable doing so, amplify your impact by sharing your journey online and wearing sportswear with vegan messaging. To stay motivated and get advice when you need it, connect with other vegan athletes — for example here.

18) Encourage Other Vegans to Take Action

Are there vegans in your community who might have the time and energy to get involved in activism? If so, gently encourage them. You might even have specific ideas for activities that suit their strengths and interests in your local context.

Share actionable tips and inspiration — like this article — both directly with people you know and through vegan group chats, online forums, or social media communities. Small nudges and concrete suggestions can empower others and spark meaningful action.

Just imagine how much difference it could make if you inspire even one person to discover the joy of activism. You wouldn’t just be giving them one of the most meaningful gifts possible — you’d also be gaining a potential new collaborator and multiplying your positive impact on the world.

Did I miss anything? Let me know in the comments. And if you found this helpful, share it online and with the vegans you know. 🌱

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Thank you for reading!

Vegan Horizon is a reader-supported publication. If you’d like to support this project and help it grow, please consider joining as a free or paid subscriber. Sharing my articles and recommending this newsletter also helps tremendously, as I rely on word of mouth to reach more people.

More resources on effective, sustainable vegan activism coming soon!

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You may have seen it in the news:

“Veganuary cheerleader quits to run meat-eating campaign — after decades combating animal cruelty”

Toni Vernelli spent nearly six years as Head of Communications for Veganuary, one of the most influential vegan campaigns in the world. Now, she has taken a striking new direction, becoming the public face of a provocatively titled new initiative: “Forget Veganuary.”

The message?

Don’t bother changing your diet. Keep eating meat — and instead donate money to animal welfare charities.

In this post, I break down why the Forget Veganuary campaign is misguided and deeply concerning.

As similar campaigns are likely to become more common, my goal is to ensure you’re equipped to spot and challenge these misleading tactics.

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Why the Forget Veganuary Campaign Is So Problematic

1) Ignoring the root problem

Charitable interventions like the ones promoted by Forget Veganuary may reduce some suffering for farmed animals, but they do not address the fundamental fact: sentient beings are exploited and killed for products we do not need.

The most effective way to help animals is not to pay to “offset” harm after it occurs, but to prevent it from happening in the first place.

Animal farming is by far the largest organized act of violence in human history, and there is no justification for it.

The victims deserve that we work to end this atrocity — and that we refuse to dismiss this goal as unrealistic from the outset, especially when tens of millions of people are already living vegan and proving that change is possible.

2) Claiming your choices don’t matter

A central claim of the Forget Veganuary campaign is that veganism — and reducing animal product consumption more broadly — doesn’t meaningfully reduce animal suffering. This is demonstrably false.

It ignores the real-world impacts of collective consumption shifts that are already visible, such as the rise of better plant-based alternatives and the expansion of plant-based sections in supermarkets.

It’s a simple truth that shouldn’t need explaining: something you do 2-4 times a day, for roughly 26,000 days of your life, inevitably makes a difference.

A single person choosing a plant-based diet spares many animals, including over 100 vertebrates each year. Few decisions have such concrete, far-reaching benefits across so many areas as choosing to live vegan.

3) Promoting a flawed “offsetting” logic

Forget Veganuary markets its solution as “like carbon offsetting, but for your diet.”

That comparison should worry everyone.

Carbon offsetting has repeatedly been shown to fail due to systemic problems — low quality schemes, grossly exaggerated claims, and moral licensing that leads people to consume more, not less.

Animal suffering works the same way. Paying to “offset” harm after the fact is like deliberately setting a fire and then donating to the fire brigade. With animal products, the problem is even more severe than with carbon emissions, because the damage inflicted on the victims is irreversible.

4) Claiming veganism and donating can’t go together

The Forget Veganuary campaign implies that people must choose between changing their consumption habits and donating to animal charities. This is a false dichotomy: the two are not only compatible — they reinforce each other.

Reducing or eliminating animal product consumption addresses the root cause of the harm, while donations often focus on mitigating its consequences. These strategies work best together, not in opposition.

In fact, I know more vegans who actively support animal charities than non-vegans — and that makes sense. For many people, it is precisely veganism that sparks deeper research and awareness of the full scale of animal exploitation, leading to greater long-term engagement, including charitable giving.

One of my supporting subscribers, Sarah Benn — who made headlines as the first UK doctor to be jailed for climate activism — is a perfect example. She says her “most profound realizations about the cruelty and environmental harm of the animal industry came only after fully committing to a vegan lifestyle.”

5) Attacking people who care for animals

The Forget Veganuary campaign website doesn’t offer a complementary approach — it ridicules veganism outright. Veganism is framed as impractical, extreme, and almost impossible. There’s even a bizarre mini-game mocking the idea of giving up animal products, even temporarily.

The campaign was immediately picked up by the media and framed as a major failure of the vegan movement — especially given that front figure Toni Vernelli abandoned vegan activism.

Considering the campaign’s carefully timed launch to coincide with Veganuary and its provocative approach, it’s reasonable to conclude that the media’s anti-vegan response was exactly their plan — a direct and hostile attack on a movement whose sole purpose is to reduce needless animal suffering.

6) Relying on welfare fixes that don’t go far enough

While it’s important to reduce the suffering of farmed animals wherever possible, Forget Veganuary’s approach of placing all hope in welfare alone is misguided.

Even where so-called “humane” standards exist, they are often applied inconsistently and serve more as marketing tools than to protect animals. Countless investigations have shown that claims of humane treatment are misleading. An in-depth article in The Guardian concluded, “There’s no such thing as humane meat or eggs. Stop kidding yourself.” Experts widely agree that terms like “pasture-raised,” “humane,” “responsible,” and “cage-free” are often deceptive, fostering misplaced trust in an industry that has done little to earn it.

The animal agriculture lobby cares about profit, not animals. They fight hard — and often ruthlessly — against even the most basic animal welfare reforms. The assumption that a few donations could overcome this entrenched resistance is delusional.

7) Ignoring environmental, health, and social harms

The welfare-focused approach of Forget Veganuary also completely overlooks many systemic harms caused by animal agriculture: environmental damage, climate impacts, and public health risks are inherent to the industry — not fixable through welfare tweaks.

In many areas, animal consumption is among the largest contributors to environmental degradation, social injustice, and health crises worldwide. Ignoring these consequences means missing the bigger picture of why lifestyle change matters.

8) Pushing for more animal product consumption

The Forget Veganuary campaign actively encourages increased consumption of animal products. To promote the campaign, it partnered with three of Britain’s top competitive eaters, who spent an entire day eating nothing but animal-based meals for breakfast, lunch, and dinner. The campaign’s website even prominently features an image of one of these men, labeled a “Winner,” in front of a plate piled with animal products.

Let’s be absolutely clear: no campaign genuinely committed to reducing animal suffering would ever advertise itself by encouraging more animal consumption — especially in a world where nearly all animal products come from factory farms. This approach is deeply contradictory and undermines any claim to ethical concern for animals.

9) Using flawed data to suggest vegans often quit

A claim pushed by the Forget Veganuary campaign is that many vegans end up going back to eating animal products, implying veganism is unhealthy or unsustainable. This is misleading.

The study most often cited to support this claim — a survey conducted by the Humane Research Council (HRC) — says that “84% of vegetarians/vegans abandon their diet”. However, the survey has serious flaws and is contradicted by larger studies showing most vegans stick with their diet.

Using the HRC study to attack veganism also ignores a basic fact: nearly all diets have high dropout rates — around 97% on average. By that standard, veganism actually performs quite well.

It’s also worth noting that the HRC study is severely outdated, having been published in 2014. Since then, plant-based eating has become more mainstream, socially accepted, and far easier to stick with thanks to better and more widely available alternatives.

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Conclusion

The Forget Veganuary campaign is a no-win strategy: attacking veganism doesn’t help animals, it only undermines a movement that has already achieved real progress.

As I’ve shown in this article, Forget Veganuary’s “offsetting” approach is seriously flawed and built on a series of misleading claims.

Some of their tactics are so absurd that it’s hard not to wonder whether there are hidden interests behind their supposedly “philanthropic” funding — or whether the people involved are genuinely naïve enough to believe their own claims.

If you care about animals, cutting out animal products remains the most direct and effective way to prevent suffering — tackling the cause, not just the symptoms.

The Veganuary team has done tremendous work to advance this cause, and now it’s our turn to support it:

• Share this post widely to expose the misleading campaign that seeks to undermine their efforts.

• Encourage others to join Veganuary this January — or to take part in other vegan challenges, like Challenge22, throughout the year.

Together, we can turn this smear campaign back on itself — and continue driving real, meaningful change for animals.

Thank you for reading

Vegan Horizon is a reader-supported publication. If you’d like to support this project and help it grow, please consider joining as a free or paid subscriber. Sharing my articles and recommending this newsletter also helps tremendously, as I rely on word of mouth to reach more people. Thank you for stopping by. 💛

Subscribe now