“It is impossible to exercise free will as long as we are operating from within the system. Free will requires consciousness, and our pervasive and deep-seated patterns of thought are unconscious; they are outside of our awareness and therefore outside of our control. While we remain in the system, we see the world through the eyes of carnism. And as long as we look through eyes other than our own, we will be living in accordance to a truth that is not of our own choosing. We must step outside the system to find our lost empathy and make choices that reflect what we truly feel and believe, rather than what we've been taught to feel and believe.”

“The story of how shit got in our meat is the story of one of the central characteristics of carnism, and of other violent ideologies: the system depends on a constituency of indirect victims, inadvertent victims who not only suffer the consequences of the system, but who also help that system by unwittingly participating in their own victimization. The system creates such victims by appearing to be something it is not, so that we feel safe when we are at risk and free when we have been coerced. The story of how shit got in our meat is the story of the human casualties of carnism.”

“Violent ideologies speak their own language; core concepts are translated to maintain the system while appearing to support the people. Under carnism, for instance, democracy has become defined as having the freedom to choose among products that sicken our bodies and pollute our planet, rather than the freedom to eat our food and breathe our air without the risk of being poisoned. But violent ideologies are inherently undemocratic, as they rely on deception, secrecy, concentrated power, and coercion--all practices that are incompatible with a free society. While the larger system, or nation, may appear democratic, the violent system within it is not. This is one reason we don't recognize violent ideologies that exist within seemingly democratic systems; we simply aren't thinking to look for them.”

“But why must the system go to such lengths to block our empathy? Why all the psychological acrobatics? The answer is simple: because we care about animals, and we don't want them to suffer. And because we eat them. Our values and behaviors are incongruent, and this incongruence causes us a certain degree of moral discomfort. In order to alleviate this discomfort, we have three choices: we can change our values to match our behaviors, we can change our behaviors to match our values, or we can change our perception of our behaviors so that they appear to match our values. It is around this third option that our schema of meat is shaped. As long as we neither value unnecessary animal suffering nor stop eating animals, our schema will distort our perceptions of animals and the meat we eat, so that we feel comfortable enough to consume them. And the system that constructs our schema of meat equips us with the means by which to do this.”

“Becoming aware of the intense suffering of billions of animals, and of our own participation in that suffering, can bring up painful emotions: sorrow and grief for the animals; anger at the injustice and deception of the system; despair at the enormity of the problem; fear that trusted authorities and institutions are, in fact, untrustworthy; and guilt for having contributed to the problem. Bearing witness means choosing to suffer. Indeed, empathy is literally 'feeling with.' Choosing to suffer is particularly difficult in a culture that is addicted to comfort--a culture that teaches that pain should be avoided whenever possible and that ignorance is bliss. We can reduce our resistance to witnessing by valuing authenticity over personal pleasure, and integration over ignorance.”

“It's just the way things are. Take a moment to consider this statement. Really think about it. We send one species to the butcher and give our love and kindness to another apparently for no reason other than because it's the way things are. When our attitudes and behaviors towards animals are so inconsistent, and this inconsistency is so unexamined, we can safely say we have been fed absurdities. It is absurd that we eat pigs and love dogs and don't even know why. Many of us spend long minutes in the aisle of the drugstore mulling over what toothpaste to buy. Yet most of don't spend any time at all thinking about what species of animal we eat and why. Our choices as consumers drive an industry that kills ten billion animals per year in the United States alone. If we choose to support this industry and the best reason we can come up with is because it's the way things are, clearly something is amiss. What could cause an entire society of people to check their thinking caps at the door--and to not even realize they're doing so? Though this question is quite complex, the answer is quite simple: carnism.”

“Yet on some level we do know the truth. We know that meat production is a messy business, but we choose not to know just how messy it is. We know that meat comes from an animal, but we choose not to connect the dots. And often, we eat animals and choose not to know we're even making a choice. Violent ideologies are structured so that it is not only possible, but inevitable, that we are aware of an unpleasant truth on one level while being oblivious to it on another. Common to all violent ideologies is this phenomenon of knowing without knowing.”