The Ultimate Betrayal lifts the veil of secrecy surrounding animal farming, offering a rare look inside the world of alternative animal agriculture.
People are becoming increasingly aware that farmed animals are living in misery, their physical and emotional well-being matters, and they deserve to live a happy life. Concerned consumers are discovering that animal agriculture is one of the leading contributors to climate change, fresh water scarcity, deforestation, and air pollution. They are demanding compassionate and sustainable alternatives with their consumer dollars and the industry, eager to capitalize on an emerging market, is responding. But are these new products based on misleading buzzwords designed to deceive unsuspecting customers who are endeavoring to make ethical choices?
Drawing on peer-reviewed research, worker and rescuer testimony and meeting the farmed animals themselves, The Ultimate Betrayal explores the recent shift in raising and labeling animals processed for food and the misinformation around this new way of farming. Small-scale farms are the latest craze, local is the new black, and various methods of alternative animal agriculture with feel-good labels are all the rage. It is now popular to express that your eggs are cage-free and that your meat is organic. But is this trend really the answer to the plentiful problems of raising animals for food? What do the labels really mean? Are these products truly humane, environmentally friendly or healthy? The Ultimate Betrayal offers answers to these critical questions.
The Ultimate Betrayal: Is There Happy Meat?
arriving in bookstores June 2013.
“The Ultimate Betrayal provides us with a much needed critical look into the so-called ‘sustainable’ and ‘humane’ alternatives to the industrial production of animal products. Combining comprehensive research and engaging prose, this book reminds ‘conscientious carnivores’ that eating animals comes with a realm of unresolved ethical implications. Enlightening us to these implications pushes the world ever closer to a plant-based diet. It’s a superb accomplishment.”