Representative surveys repeatedly show that the vast majority of the population demands meat from «species-appropriate animal husbandry». This is in strong contradiction to the fact that the consumption of animal-based foods are mostly covered by factory farming practices today.
The reasons for this strong discrepancy between demand and supply are manifold and range from a lack of knowledge and awareness to multi-billion dollar marketing campaigns by the meat lobby. The images used in these campaigns still suggest a way of farming close to nature that has nothing to do with the current reality in factory farms. The initiative wants to put an end to this.