What really lies
on your plate?
A journey through reality.
What your money commissions.
The Uncomfortable Truth
True decision-making freedom requires all the facts. Behind closed doors, a standardized process unfolds that is not meant to be questioned. Take a look at what we keep running.
Most only last a few minutes. How much reality can your decision handle?
The video doesn't work? Watch it on YouTube.
"It is hard to see these images. But it is even harder to forget them - and that is exactly where their power lies."
Would you do it
yourself?
We live in a world where we pay for violence so that we don't have to see it. It's time to question that.
LOVE EAT
The Arbitrary Border
Why is a dog a family member and a pig an ingredient? Both are intelligent, sentient, and want to live. The only difference is the name we've given them.
Your Childhood Intuition
No child wants animals to be hurt. So why do we do it anyway? We're taught to selectively turn off compassion to separate 'food' from 'someone.'
Cultural Arbitrariness
In some countries, people eat dogs. In the Western world, most find this horrific. Cruelty isn't innate - it's taught through our upbringing and culture.
This feeling has a name.
Do you know that discomfort in discussions when logic ends and justification begins?
When you know something is wrong but do it anyway,
maybe "because everyone does it"?
Psychology calls this cognitive dissonance.
Tradition is no
justification.
Every injustice in history has been defended with "culture" or "necessity." But history shows no mercy to arguments based on violence.
The world does not change through conformity,
but through the courage to question the 'normal'.
The numbers speak against us
Facts that weigh heavily.
Tap on the cards to see the answers.
A thought experiment on the dimension:
If we killed humans at the same rate,
all of humanity would be extinct in just 37 days.
Of all mammals on this planet,
59% are livestock, 36% are humans, and only 5% are wild animals.
If the world ate entirely plant-based,
we could return 75% of global agricultural land to nature - an area as large as the USA, China, EU, and Australia combined.
For the production of a single beef steak,
as much water is used as for 2 months of daily showers.
If we fed crops directly to humans,
we could feed up to 4 billion more people.
Sources
- [1] Albert Schweitzer Stiftung
- [2] UN FAO - Tackling Climate Change through Livestock
- [3] Our World in Data - Global Land Use
- [4] Faunalytics - Global Animal Slaughter Statistics
- [5] Our World in Data - Almost all of the world’s mammal biomass is humans and livestock
- [6] EARTH.ORG
- [7] University of Minnesota (Cassidy et al.)
- [8] Water Footprint Network
Facts over Myths
Class 1 Carcinogen
The WHO classifies processed meat (sausage, ham) in the same cancer category as tobacco smoke and asbestos.
WHO / IARCHeart & Mortality
Just half a serving more of processed meat per day increases the risk of dying prematurely by 13%.
Harvard T.H. ChanDiabetes Prevention
Avoiding meat reduces the risk of type 2 diabetes by up to 34%, even with the same calorie intake.
Institute of Geriatric CardiologyMilk = Motherhood
A cow only produces milk after giving birth. In the industry, she is impregnated annually - her calf is usually taken away within hours and disposed of.
Albert Schweitzer FoundationChicks Killed on Day 1
In the egg industry, male chicks are killed immediately after hatching because they don't lay eggs and are unsuitable for fattening. In Germany alone, this affects approximately 45 million chicks annually.
Albert Schweitzer FoundationBycatch: Silent Mass Killing
Around 40 percent of the world's fish catch (38 million tons) is lost as unwanted bycatch. This includes protected species such as dolphins, turtles, and sharks.
WWFHow good is your intuition?
Move the slider to where you think the answer is.
Then you'll see the correct answer and how others guessed.
Rainforest Killer
The global soy harvest is distributed: How much goes into the trough (animal feed) compared to what ends up on our plate (tofu/soy milk)?
Water Showdown
Comparison calculation: We have a 'water pot' of 17,000 liters. How much is needed for 1 kg of beef compared to 1 kg of wheat?
The Antibiotic Pie
How much of all globally produced antibiotics goes to industrial animal farming compared to human medicine?
Dairy Cow Lifespan
Cattle can naturally live 20-25 years. How old do dairy cows get on average in industrial farming before they are slaughtered?
Manure Problem
Nitrogen pollution in water: How much of the nitrate in our waters comes from agriculture (manure) compared to all other sources (industrial, urban, etc.)?
The Egg Explosion
A modern 'high-performance hen' lays about 300 eggs per year today. How many eggs did the original wild chicken (red junglefowl) naturally lay per year?
Consistent Logic, instead of funding contradictions
Veganism is not a sacrifice - it is the end of a logical error that causes unnecessary suffering.
The animals
-200 lives/yearEvery person who eats a vegan diet saves an average of over 200 animal lives per year.
- No funding means no end as a product
- No support for cruel breeding industries
- Removing the basis for global antibiotic resistance
- Protecting marine ecosystems by not consuming them
Your health
-32% risk of heart diseaseA balanced plant-based diet measurably reduces the risk of the most common causes of death.
- Up to 32% lower risk of heart disease
- Significantly lower risk of type 2 diabetes
- Reduced risk of certain types of cancer
- Lower blood pressure and cholesterol
Our Planet
-75% Land UseA vegan world would need 75% less farmland, which we can give back to nature.
- Massive reduction of the ecological footprint
- Stopping deforestation for feed crop monocultures
- Drastically reduced water pollution
- Less extinction and more wild animals
Your Life
100% logicalYou will wonder why you didn't start earlier.
- Acting in alignment with your values
- No need to justify contradictions
- Shaping the future instead of inheriting it
- Expanding culinary horizons through diversity
Your impact in one day
Average savings per person on a fully plant-based diet vs. average.
Important Notice
- If you find the change difficult or have a troubled relationship with food, talk to a nutritionist or doctor.
- Regular blood tests are advisable for any diet. This is the only way to identify deficiencies before they become problems - regardless of what you eat.
- Vitamin B12 must be supplemented on a vegan diet. In the animal industry, it is already added to the feed - just skip the detour through the animal.
Go Vegan
The future is cruelty-free - you decide how quickly we get there.
You don't have to change your values.
Start living by them.
Thomas Edison, Inventor and Visionary“Non-violence leads to the highest ethics, which is the goal of all evolution. Until we stop harming all other living beings, we are still savages.”
Charles Darwin, Naturalist and Evolutionary Theorist“There is no fundamental difference between man and animals in their ability to feel pleasure and pain, happiness, and misery.”
Mahatma Gandhi, Freedom Fighter and Pacifist“The greatness of a nation and its moral progress can be judged by the way its animals are treated.”
Leonardo da Vinci, Universal Genius“The time will come when men such as I will look upon the murder of animals as they now look on the murder of men.”
Mark Twain, Writer“Whenever you find yourself on the side of the majority, it is time to pause and reflect.”
Pythagoras, Mathematician and Philosopher“For as long as men massacre animals, they will kill each other. Indeed, he who sows the seed of murder and pain cannot reap joy and love.”
Ready for the
first bite?
You don't have to change your whole life overnight.
But you can start taking responsibility.
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Or is there still a "But..."?
"I could never give up cheese...", "Plants have feelings too...". We've heard them all. Let's get real.