That’s what’s so gross about it. We take a governance problem (bad practices in meat and dairy industry), hijack fringe movements like veganism, and turn it into way to undermine sustainable agriculture. The MBAs running big companies don’t care if burgers are from beef or ground up sawdust. It’s just cash.

Along the way, we’re tricking people into thinking that some palm oil smoothie is healthier than meat, and that sugared water filtered through oats is better than dairy.

The worst thing is that consumers fall for it, every single time.