A point that's germane to this issue, but frequently muted, is how the preexisting power and amorality of industrial animal agriculture enables it to manipulate the rhetoric of alternative animal-based systems to its profitable advantage. Agribusiness has been conspicuously nonplussed by the rise of the food movement, shrugging its shoulders as it markets itself as "sustainable," "supporting family farms," and steadfastly oriented toward the "welfare" of animals. Industry grasps, then thrills in manipulating, the axiom that language is both cheap and powerful. Industrial machinations are helped along by the fact that the food movement's buzzwords are slackened catchphrases that allow the largest pig farm on the planet to advertise itself as "humane" and "sustainable." This fungible verbal lexicon, with every well-meaning new term appropriated by the marketers at Big Ag, is the food movement's Achilles' heel.
A recent confirmation of this point is the emergence of an organization called humanewatch.org. Contrary to how it sounds, HumaneWatch is the self-appointed watchdog -- think Cujo -- of a group that actually does watch out for dogs, and many other animals, with admirable dedication: the Humane Society of the United States. Calling HSUS a "stealth animal rights organization" that's stealing money from the public to promote secret agendas, humanewatch.com is a propaganda tool of the Center for Consumer Freedom. According to Source Watch, CCF is "a front group for the restaurant, alcohol, tobacco, and other industries" that "run media campaigns which oppose the efforts of scientists, health advocates, doctors, animal advocates, [and] environmentalists." Its website offers a sordid example of how the pursuit of sustainable animal agriculture, so long as the consumption of animal products is encouraged, easily plays into the hands of influential industrial interests.
CCF -- through humanewatch.org -- claims as one its "allies" the "Ethical Butcher." The Ethical Butcher (a concept I find absurd, but that's for another post), is a blog run by a guy named Berlin Reed. Reed describes himself as "driven by personal relationships with small local farmers, a deep love of food, respect for the animals we eat, and the environment on which we depend." He lives in Brooklyn, by way of Portland. If you called central casting to find a character to oppose the evils of industrial agriculture, all the while appealing to the gluttonous impulses of the foodie elite, Reed would be your man.
But now it's the CCF -- inspired by the ethical butcher's staunch advocacy of meat consumption -- that's doing the calling, highlighting his website as consistent with CCF's industrial values. Reed, who I would imagine isn't thrilled with the CFF association, can complain all he wants that he's been appropriated by a charade organization working to promote the idea that, in the face of the HSUS's apparent threat to carnivorousness, it's your God-given right to eat animals. The meat industry doesn't care. As it sees it, any perceived threat to eating animals (HSUS) far outweighs any threat that consumers will source their animal products from the farms so close to Reed's heart (and butcher block). Hence the co-opting of the Ethical Butcher.