Posts Tagged ‘DxE’
In preparation for this year’s Thanksgiving feast, more consumers than ever before will seek turkeys that have been humanely raised. For these shoppers, optimistic messages offered by Whole Foods and other animal welfare–oriented food retailers will provide assurance that they’re making an ethical food choice. “Our birds live in harmony with the environment and we allow them plenty of room to roam,” explains a Diestel Turkey Ranch brochure, prominently displayed at many Whole Foods meat counters. Diestel turkeys raised at the Ranch’s main farm earn a 5+ welfare mark—the highest—from the nonprofit Global Animal Partnership, which contracts with third-party certifiers and administers the company’s rating system for humanely raised animal products. Diestel is one of only a handful of Whole Foods meat suppliers out of about 2,100 to achieve this remarkable distinction. So, along with the Diestel’s promise that “on our ranch a turkey can truly be a turkey,” it seems safe to assume that the Diestel turkeys sold at Whole Foods lived a decent life.
“Over 98% of Chipotle’s sales involve violence against animals, which amounts to billions of dollars in blood money.” So declares the animal activist organization Direct Action Everywhere.
And they’re right. It is one of the harder realities to accept for those who want to believe that Chipotle is a fast food restaurant aiming to change the food system for the better. Fact is, nothing could be further from the truth. It merely taps popular discontent with conventional fast food to profitably purvey a greenwashed and “humane” version of slaughter. Additional anger might derive from the recent news that the company’s two founders raked in $50 million last year. Blood money indeed. (See my previous work on Chipotle here.)
Direct Action Everywhere is drawing attention to the abuses hidden by Chipotle’s savvy advertising campaigns and shamelessly misleading “Food with Integrity” gambit. It writes, “while its corporate propaganda has succeeded in making it one of the most successful businesses in the world, it has also left it vulnerable – particularly when even meat industry publications have noted that the company purchases meat from the same concentrated animal feedlot operations (so-called “factory farms”) as other buyers.”
To make these claims stick DxE participants have gathered in 37 cities and 13 countries under the banner of “It’s not food, it’s violence” and staged peaceful flash-mob protests at Chipotle stores, in some cases causing early closures with their civil disobedience.
I spoke to lead DxE organizer Wayne Hsiung several weeks ago. The impression I got was that Hsuing, a recovering law professor who has studied at MIT and the University of Chicago, had mastered the art of being everywhere and nowhere at once, passively leading a massive grassroots effort to challenge Chipotle with something it knows very little about: the truth. Any journalist looking for a perfect subject for a profile should seek him out.
Meantime, get involved by going here.