John Robbins

Our food chain is in crisis. Big agribusiness has made profits more important than your health—more important than the environment—more important than your right to know how your food is produced. But beneath the surface, a revolution is growing.

Awareness is bad for the meat business. Conscience is bad for the meat business. Sensitivity to life is bad for the meat business. DENIAL, however, the meat business finds indispensable.

I believe that eating simple food in a healthy body with a clean conscience is more pleasurable, and infinitely more satisfying, then eating decadent food that makes you and your world ill.

The joy is that we can take back our bodies, reclaim our health, and restore ourselves to balance. We can take power over what and how we eat. We can rejuvenate and recharge ourselves, bringing healing to the wounds we carry inside us, and bringing to fuller life the wonderful person that each of us can be.

The level of consumption that we identify with success is utterly unsustainable. We're gobbling up the world.

Every time you make a choice that expresses respect for life, you bring a little more love in your body, into your family, into our society, and into a world that is calling out for this blessing.

A reduction in meat consumption is the most powerful single act that you can take to halt the destruction of our environment and preserve our natural resources.