angry or yelling at them.

This milk was stolen from mothers.

Mothers whose freedoms were taken from them!

So it's not surprising that someone like Anthony Bourdain will call vegans Hezbollah—

Vee-jans or ve-jans or whatever they call themselves, they're the Hezbollah of, uh,

they share a lot similarities with dangerous fundamentalist groups.

because we just have this reputation.

Rightly so, because of how many of us act, of just being absolute fanatics.

Basically no one eats meat because they want animals to suffer.

No one goes to the grocery store and says, "Yeah, I love what Tyson does to this chicken.

That's what I'm going to support."

Chickens were punched, kicked, swung, and thrown by their fragile wings.

People eat meat because everyone around them eats meat.

It's what they're used to, it's what's familiar, it's what's easy and cheap.

KFC we're making value simple.

For a limited time get a 10-piece bucket for only $12.99!

What some friends and I decided is we should take a different approach.

Rather than just pushing veganism, we should take the opportunity that people

have to take one step that will have a profound impact on the number of animals suffering.

And that is to have them not eat chickens anymore.

No matter what they eat instead, if they cut out eating chickens they will remove the vast

majority of their support for factory farms.

The average American diet causes about 25 land animals to be factory farmed and slaughtered

every year.

If people just stopped eating chickens, they will spare 23 of those animals.

This is because it takes over 200 chickens to provide the same number of meals as one

steer or over 40 chickens to provide the same number of meals as one pig.

There have been a number of studies, the most recent by Faunalytics, that shows over 80%

of people who go vegetarian go back to eating animals, and almost half of the people surveyed

on this say that they go back because they can't stand the pressure to maintain a pure

diet.

So when we're pushing people to eat the way we eat—

I was thinking of going vegan.

I'm a level 5 vegan, I won't eat anything that casts a shadow.

Wow.

we are driving people away.

We are driving people back to eating meat.

Around 2% of people are true vegetarians and about a .5% of the people in the United States

are vegan.

Now this is after decades of advocacy.

Peter Singer's book Animal Liberation came out in the 1970s.

PETA came around in 1980.

So groups and advocates have been at this for decades and yet the percentage of people

in the United States who are vegetarian has basically not changed at all.

So it really is time for us to reconsider our message, reconsider our advocacy, and

do something that has a chance of being different.

That has a chance of breaking through to the general public.

Because we know, just by looking at the graphs, just by looking at the numbers, that we have

been failures at this so far.