The fork is the most powerful tool ever placed in our hands.

Throughout history, people in all cultures and lands have gathered together at mealtimes. In forests and mountains, in humble abodes and great mansions, beneath star filled skies and beside hearths, people have given thanks, and offered their blessings.

Awareness is bad for the meat business. Conscience is bad for the meat business. Sensitivity to life is bad for the meat business. DENIAL, however, the meat business finds indispensable.

Few of us are aware that the act of eating can be a powerful statement of commitment to our own well-being, and at the same time the creation of a healthier habitat. Your health, happiness, and the future of life on earth are rarely so much in your own hands as when you sit down to eat.

It is increasingly obvious that environmentally sustainable solutions to world hunger can only emerge as people eat more plant foods and fewer animal products. To me it is deeply moving that the same food choices that give us the best chance to eliminate world hunger are also those that take the least toll on the environment, contribute the most to our long-term health, are the safest, and are also, far and away, the most compassionate towards our fellow creatures.

Animals do not ‘give’ their life to us, as the sugar-coated lie would have it. No, we take their lives. They struggle and fight to the last breath, just as we would do if we were in their place.

Dream of a society at peace with its conscience because it respects and lives in harmony with all life forms.