I usually avoid the meat aisle of the supermarket for obvious reasons and so have perhaps become unaccustomed to seeing slabs of dead animal on display. However whilst walking past an end-aisle display of cow parts earlier today, I was struck by the conversation of two women as I passed by: ‘you can get two of them for less than £8’ were the exact words – not offensive or unusual. What got my attention was the level of disconnect that carnivores have to meat and what it actually is.

This has been achieved over a long time by food manufacturing companies who have used clever marketing tactics to make people think – it’s OK, the animals want you to eat them, they’re fine with it, really. When in fact, quite obviously, animals want to live every bit as much as we do.

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