California College Students Share Vegan Food Samples for Meatout 2015

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Volunteers from Vikings for Animals in CA discussing veganism with their fellow students.

Every first day of spring, thousands of vegan activists take part in Meatout, and VegFund is thrilled to be a source of funding for some of these activists through our Food Sampling program. These events vary widely in size and layout, but what they all have in common is vegans banding together to show others how wonderful vegan food can be and to encourage them to move toward a more compassionate diet.

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It’s always best to have multiple volunteers to ensure you’re able to greet each person and keep everything going smoothly!

One of the best recaps we have gotten so far from Meatout 2015 that just passed was from Vikings for Animals, a local college student group in California. They reached an estimated 350 students at their school with vegan food samples and literature. They even gave out information on how to eat vegan in their local community and how to get involved with their group. It is always a good idea to give potential new vegans information like this that they can use to follow up on their good intentions once your food sampling table is gone!

At their table, Vikings for Animals gave out vegan cookies, milks, and deli slices, all of which passersby found interesting and tasty. The food and information led to some great conversations, including with former vegans, someone who was dating a vegan, someone whose mother was an activist, and more! All of this shows how important and helpful it can be just to get the vegan message out there and be available to answer questions and clear up misconceptions.

Missed Meatout this year? No problem! As our many past and current grantees know, VegFund gives out Food Sampling grants year round and it is a piece of (vegan) cake for any eligible vegan activist to get started. Check out our guidelines today!

Embrace and Encourage: Lessons from Three Decades

Speech, as prepared, for the 2015 San Diego VegFest
Matt Ball, Senior Advisor

Before we open it up for discussion, I want to share a bit of my story with you, as a way to frame some of the lessons I’ve learned about being vegetarian since I first stopped eating animals nearly 30 years ago.

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Loved meat, and groovy pants!

Growing up, and then when I went off to college in 1986, I was not even close to being a vegetarian. I loved going out to eat (in my funky pants!). I loved steak and pizza. I didn’t like any vegetables except corn on the cob.

But then, my roommate in college was an older transfer student, two inches taller than me and probably 70 pounds heavier. Fred was an imposing guy. He was also a vegetarian. And of our circle of friends, he decided I was the most likely to change, so he regularly told me about the cruelty of factory farms and industrial slaughterhouses.

Believe me: I did my best to tune him out.

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I didn’t want to know anything about what went on. But before the end of the year, I had stopped eating animals. I lived on the cafeteria’s Captain Crunch, and cheese sandwiches on white bread. And french fries — lots of french fries. Not surprisingly, I wasn’t particularly happy. My Mom was sure I was doing permanent harm to my health. I couldn’t really argue.

So I went back to eating meat.

But I was never able to put what was being done to animals completely out of my mind. I had lost the bliss of ignorance.

ideas1The next year, I lived in an apartment, responsible for my own food purchases. One day, I was looking in the mirror and the thought just came to me: “How can I consider myself a good person if I continue to eat animals?”

I had no answer.

I have never eaten meat since.

After that, I joined the local animal rights group. I learned about the reality behind eggs and dairy. But again, I didn’t immediately jump to veganism. I bought free range and amish products — “happy” eggs and dairy, if you will.

Again, I evolved over time. The more vegans I met, the closer I came to being vegan myself. Eventually, I stopped eating all animal products and entered the next stage:

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The angry vegan.

As I discuss in the essay, “Letter to a Young Matt” (in TAA):

I had finally, finally come to recognize the brutality that went on behind the scenes. But it seemed almost no one around me cared. Even worse than that, they mocked and attacked me for being vegan! I mean, not only did they support cruelty, but they ridiculed me for not eating animals!

Of course, I had to show them: how ethical I was, how much cruelty I could purge from my life, how far I would go for the animals. Being vegan became my defining characteristic, and I became obsessed with justifying and glorifying veganism (and, thus, of course, myself).

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Debates about language, philosophy, and hypotheticals all took on vital importance. I had to take part in any protest that came along: driving long distances, being out in sub-zero weather, getting arrested. I couldn’t “turn my back” on the animals. I was just that dedicated!

Now don’t get me wrong: I don’t blame Young Matt. In the face of what is being done to animals, being angry is entirely justified. Feeling desperate to “do something, do anything” is understandable. And coming up with new arguments, new claims, new chants and slogans and protests … well, it all seemed logical at the time.

I had one more lesson to learn, which I had to learn the hard way.

I finally realized that the irreducible heart of what matters is suffering. Back then, even though I was absolutely sure I knew everything, I really didn’t know anything about suffering. Since then, though, I’ve developed a chronic disease and have experienced times when I thought I was going to die, times when I wished I would die. Back then, I worried about abstractions and words and principles; I argued about exploitation and oppression and liberation. I didn’t take suffering seriously. Now, knowing what suffering really is, and knowing how much there is in the world, all my previous concerns seem, well . . . to put it kindly . . . ridiculous.

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I first ended up in the emergency room almost exactly 20 years ago. I then spent months and months bouncing from doctor to doctor. It was only then, once I had first-hand experience with real suffering, that I knew my life’s true calling. Veganism, animal rights, anti-speciesism, definitions, abstractions, arguments — all these are relevant only inasmuch as we use them to actually reduce suffering.

And that’s what I’ve dedicated my life to ever since.

So what are the lessons we can take from my journey?

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First, my experience is in keeping with one key fact: the vast majority of people who stop eating animals eventually go back to eating meat. The Humane Research Council’s survey found this to be the case for about 80% of people who go vegetarian (see also Ginny Messina RD’s take).

80%!

As advocates, we haven’t had a lot of success since Peter Singer published Animal Liberation in the 1970s. Given this absurd rate of recidivism — 4 out of 5 quitting! — it isn’t surprising that the percentage of vegetarians in this country hasn’t grown in proportion to our efforts.

Clearly, we have a lot to learn if we are to make significant progress. There are two important insights from the HRC study.

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First: The data clearly shows the biggest difference between those who are currently vegetarian, compared to those who stopped being vegetarian, is that current vegetarians are motivated by “Animal Protection” — 68% of people who are still veg, vs only 27% of those who went back to eating animals. The people who were motivated primarily for health were the ones who went back to eating animals. So obviously, if we want to help animals, we should give up trying to “trick” people into going veg for health or other forms of self-interest. Rather, we will help animals the most by actively advocating for animals.

Second, the people who go veg the quickest are also more likely to go back to eating animals. I’ve seen this over and over. For example, two close friends of mine went vegan overnight. Now, neither of them are even vegetarian.  On the other hand, people who, like me, slowly evolve to an ethical diet are more likely to keep making compassionate choices.

The take away from this is to embrace and encourage everyone who has ever taken steps to help animals. I was a failed vegetarian. I bought “happy” animal products. I can tell you — if people had screamed at me, attacked me for my failings, the issue in my mind would have changed. I wouldn’t have still been thinking about animals; I would have been focused on the angry, fanatical vegans who were attacking me.

Veganomics

This is backed up by the data on two levels. The first, as referenced in Nick Cooney’s book Veganomics, is that people who buy “humane” meat eat less meat than the average person, and are more likely to go vegetarian.

Related to this is the most important point: the number of animals killed in this country is going down.

Given that reducing the number of animals suffering and dying is the bottom line, it is worth unpacking this good news a bit.

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For decades, the number of animals killed in this country skyrocketed. Prompted to “eat healthy,” people replaced red meat with chickens. Since it takes over 200 chickens to provide the same amount of flesh as one cow, the move to “healthy eating” led directly to billions more individuals suffering. Given that chickens are much more intensively raised, the amount of suffering went through the roof!

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But since 2006, the number of animals killed in the US has fallen, even as the human population has gone up. Unfortunately, this hasn’t been because of a significant rise in the percentage of vegetarians and vegans. Rather, fewer animals are suffering and dying because of the number of people who are eating fewer animals — meat reducers.

Knowing this reinforces a point made previously: We shouldn’t attack or obsess over people who don’t immediately go veg — those who cut back on meat, who talk about “happy meat.”

Instead, we should embrace — and encourage — every evolutionary step anyone takes to help animals.

My example shows that the path to a compassionate life is often an uneven journey. There are many similar stories. A friend of mine went veg as a teenager, and his brother mocked him relentlessly. That brother?

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Paul Shapiro, who later went on to found Compassion Over Killing. He is a member of the Animal Rights Hall of Fame, and one of the most important voices for animals in the country.

In addition to not giving up on anyone, we should also look into what specifically causes people to change their diet in a way that helps animals. In addition to HRC’s survey, the best source of this information is a large study by The Humane League.

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Here are two graphs of the motivations for people who are veg or semi-veg. I know you can’t see these clearly, but they show that of the activist tools available to us, video is very important — documentaries and online videos. This is why my group, VegFund, focuses on the most modern tools available to us, rather than what is easiest, most popular, or what was cutting edge 20 years ago.

These graphs also show the importance of conversation, which gets to another important lesson: The power of example. I would actually put this in an even broader context:

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The impact of what we personally eat absolutely pales in comparison to the impact we can have with our example, our advocacy, and our donations. Imagine if you have a conversation with someone, or convince someone to watch an online ad, or fund the screening of a documentary, and as a result, just one person stops eating animals. With just that relatively minor effort, you will have done as much good as will be accomplished by every compassionate choice you will make the rest of your life.

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Now there’s tons more we can discuss, which is why I wrote two books and tried to keep my prepared remarks short. But before we open it up, this last point bears repeating: each one of us can have a profound impact in the world.  We don’t do this by being the angry vegan. The key to changing the world is to set aside our ego, to refuse to be driven by dogma, to refuse to give into anger and hatred.

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Instead, we can focus on positive, pragmatic, practical outreach that is entirely dedicated to helping as many animals as possible.

As I hope I’ve made clear, it was extremely difficult for me to stop trying to glorify my veganism. I was the worst offender in terms of worrying about words and definitions and winning arguments. But now, I think back to times when I was in so much pain that I wanted to die. Wanted to die. And I know there are animals out there who are going through that right now.

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You know that, too. You know that what is being done to animals right now is so brutal, so terrible, it hurts just to watch the footage. It hurts to even think about it.

Embrace your empathy! Let your fundamental compassion drive you. Your basic goodness can keep the focus on the bottom line — helping animals as much as possible — while preventing distractions like dogma and definitions.

We should do this because a truly different world is possible! When I stopped eating animals nearly 30 years ago, I didn’t believe the world could change.

Now I know it can.

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The future is in our hands. The world can change if enough of us embrace radical pragmatism and set a realistic, reasonable example. If enough of us let our advocacy and our contributions be guided by having the greatest possible impact. If enough of us recognize the unstoppable power of compassion matched with reason.

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It is an incredible time to be vegetarian. Billionaires investing in vegan companies. Brilliant, bottom-line dedicated individuals building companies to reach the mainstream, not just vegans. Food technology advancing like crazy.

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Restaurants like Veggie Grill and Native Foods spreading like wildfire and reaching an ever-increasing audience. The number of animals slaughtered going down.

We are at the start of a fundamental transformation of our society. You can play a pivotal part. Please do — and you can start by visiting VegFund.org today. As an activist and/or a donor, you can truly change the world!

Thank you so much!

matt@vegfund.org

 

Raw Data: Attitudes Relevant to Our Efforts for Animals

Last year, my friend Peg, who owns / runs the local vegan restaurant, was reading The Accidental Activist. It inspired her to contact different departments at the University of Arizona here in Tucson, with the question if anyone would be interested in doing research into vegetarianism. Professor Merrie Brucks got back to her — she teaches a marketing class in the MBA program there. Every semester, the new class takes on a “client” for whom the class does marketing research. So I’m the client this year (on behalf of VegFund and, ultimately, of course, farmed animals).

I gave a presentation the first week of classes, and answered questions (the class is 1:15 long, and Professor Brucks had to stop the conversation after we had gone way over). The class was subsequently divided into four groups, and the different groups have been meeting with me to discuss their ideas, research, etc.

VegFund has pledged some money to allow the class to do larger, national surveys with their final questions. This way, we can maximally leverage the efforts of the class, to get the most useful data to allow us to help animals better. Here is my report from being with the class again last Wednesday:

The four groups are doing their exploratory research — more in-depth interviews and surveys of individuals that are intended to both utilize the research techniques they are learning in class, as well as to inform the design of their larger final survey. Professor Brucks, the class, and I asked questions and gave feedback.

There were several universal findings:

1. Everyone views veganism as much much harder than vegetarianism, and views vegans negatively (angry, fanatics, judgmental).
2. Everyone views chicken as healthy. Everyone who talked about health ate a lot of chicken.

I have pages of notes. As you might guess, some groups were further along. It was interesting to learn about the different research methods intended to get at people’s true motivations / opinions, rather than their rationalizations or desired view of themselves. Here are just a few items in addition to the above:

Group 1: Food Choice Motivations (general, not veg-specific)

When we met a few weeks ago, two of the people in this group had very different views on what they should be doing.
Looking to separate out what people think they should do vs what they actually do.
Motivations run into so far (in order of prevalence): health (chicken), religion, animal issues, environment

Group 2: Social Norms and Stigmas

One aspect is looking at people’s perceptions of the ladder, meat lover à omnivore à meat-reducer à vegetarian à vegan (a general theme of the class).

Most interesting here was their word association. Words like “meat” and “steak” and “chicken” all had positive associations, but “Tyson chicken” and “factory farming” had negative. “Tofu” was neutral, “faux meat” bad (“disgusting”).

They asked what a person would choose as their last meal (steak, surf-and-turf), and asked what one food they would eat for the rest of their life (chicken, because it is healthy). One of the team members was interviewing another team member’s roommate, and asked when the last time the roommate had had a meatless meal. “Oh, I can’t remember. Has been ages.” But they had just had vegetarian pad thai the night before.

Group 3: Vegetarian Products and Restaurants

People don’t see vegetarian products as healthier than eating chicken; think eating healthier means replacing red meat with chicken.

People can imagine eating veg for breakfast and lunch, but not dinner. Need to have meat to be satisfied. (Discussion of Bittman’s “Vegan Before Six” idea.)

Group 4: Animal Suffering

Very hard to discuss; people immediately defensive.

Cognitive dissonance.

People think cows, pigs, and chickens are all treated the same.

Rationalizations (in order of prevalence): Top of food chain, religion, just how it is, healthy to eat meat.

People say it is worse in other countries (China).

That’s all for now,
-Matt (cross-posted at my blog)