An Environmental Article from


James McWilliams
April 2014


cowspiracy sustainability
There is one single industry destroying the planet more than any other. But no one wants to talk about it...

It has long been a source of frustration for the Pitchfork column that so-called environmental leaders refuse to embrace eating an exclusively plant-based diet as an integral part of a larger environmental mission. I first wrote about the topic here and have since become so disillusioned with the sordid cant of conventional environmentalism that (with my tongue in my cheek a little) I recently wrote a piece arguing that it’s time for progressives to throw in the towel and forge a language of defeat. Throughout it all, my belief remains firm: we cannot eat animals and claim to care deeply enough about the environment to save it.

The reason old-school environmentalism won’t accommodate an animal-free diet might seem baffling, given the overwhelming evidence that eating plants would dramatically reduce the carbon footprint of food production, prevent rainforest destruction, reduce global water and fertilizer consumption, and eliminate aquatic dead zones.

But the cowardly tendency involves several identifiable factors. Perhaps the first is that the movement (as it were) is fragmented into organizations dependent on fundraising to keep the green flag flying. Competing as they do for a limited and diminishing piece of the progressive pie, these groups are understandably wary of getting between a big donor’s pork chop and check book. Get the people angry over pipelines and coal mines, but not cows and pigs—so the reasoning goes. Second, those with the most power to deliver a hard message to the masses are, to an extent, overly dependent on audiences—and, I imagine, mired in a culture—that would kick them to the curb if they impugned their pasture-raised, hormone-free, humanely-raised eggs. They not only know who butters their bread but they know their bread is buttered with butter. Finally, environmentalism and commercial culture have become so deeply entwined that few are left with either the ability or the guts to imagine an environmentalism that you couldn’t buy your way into. Behavioral change? Blah.

That’s my take on the issue, in the most general terms. But a new, feature-length documentary in the works has the potential to do much more than complain about the situation and make vague assessments. It’s called Cowspiracy and it explores the question of why mainstream environmentalism refuses to directly confront industrial agriculture. Producers Kip Anderson (Animals United Movement) and Keegan Kuhn (First Spark Media) have teamed up to do what Blackfish is currently doing to SeaWorld: radically changing pubic perception about our use of animals in an industry we have traditionally failed to identify as a source of profound ecological destruction. For better or worse, the film appears to focus on industrial animal agriculture alone but, given the alarming nature of the problem, that’s a start—one that I support.

If you’re interested in learning more and helping Kip and Keegan finish the film, visit their Indiegogo page here. (Warning: you will be greeted with Michael Pollan, who is identified as an environmental writer, and thus you might have a reason to be skeptical, given his fervid defense of eating animals, but I would encourage you to watch the whole trailer to get what I hope is a fuller picture of the film’s goal, not to mention the inclusion of more trustworthy voices such as Will Potter and Richard Oppenlander.)

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