“Were the walls of our meat industry to become transparent, literally or even figuratively, we would not long continue to raise, kill, and eat animals the way we do.”

“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.”

“What is most troubling, and sad, about industrial eating is how thoroughly it obscures all these relationships and connections. To go from the chicken (Gallus gallus) to the Chicken McNugget is to leave this world in a journey of forgetting that could hardly be more costly, not only in terms of the animal's pain but in our pleasure, too. But forgetting, or not knowing in the first place, is what the industrial food chain is all about, the principal reason it is so opaque, for if we could see what lies on the far side of the increasingly high walls of our industrial agriculture, we would surely change the way we eat.”

“We need a better way to talk about eating animals. We need a way that brings meat to the center of public discussion in the same way it is often at the center of our plates. This doesn't require that we pretend we are going to have a collective agreement. However strong our intuitions are about what's right for us personally and even about what's right for others, we all know in advance that our positions will clash with those of our neighbors. What do we do with that most inevitable reality? Drop the conversation, or find a way to reframe it?”

“What the meat industry figured out is that you don't need healthy animals to make a profit. Sick animals are more profitable...Factory farms calculate how close to death they can keep animals without killing them. That's the business model. How quickly they can be made to grow, how tightly they can be packed, how much or how little can they eat, how sick they can get without dying...We live in a world in which it's conventional to treat an animal like a block of wood.”

“We are not encouraged, on a daily basis, to pay careful attention to the animals we eat. On the contrary, the meat, dairy, and egg industries all actively encourage us to give thought to our own immediate interest (taste, for example, or cheap food) but not to the real suffering involved. They do so by deliberately withholding information and by cynically presenting us with idealized images of happy animals in beautiful landscapes, scenes of bucolic happiness that do not correspond to anything in the real world. The animals involved suffer agony because of our ignorance. The least we owe them is to lessen that ignorance.”