On which side of his­to­ry are you go­ing to choose to stand?

Will you be part of this so­cial rev­o­lu­tion or will you stub­born­ly cling to the myth sold to us as chil­dren that an­i­mals are mere­ly “things” to be used, abused and killed by the bil­lions each year to sat­is­fy hu­man de­mands.

Although ev­i­dence of meat consumption’s neg­a­tive im­pact on the plan­et and on hu­man health con­tin­ue stack­ing up as an­i­mal wel­fare is on the de­cline, humanity’s love af­fair with ham­burg­ers, steaks, nuggets and chops just doesn’t end.

In Germany, home of bratwurst and schnitzel, meat is an in­te­gral part of the di­et. That is, un­til a few years ago, when per­cep­tions some­what evolved. Health con­cerns and meat scan­dals led to a pub­lic de­bate about the eth­i­cal im­pli­ca­tions of meat con­sump­tion and the rise of plant-based di­ets. Meat pro­duc­ers launched their own ve­g­an prod­ucts; 100% ve­g­an su­per­mar­kets opened; and al­most every food man­u­fac­tur­er was adding and la­bel­ing ve­g­an op­tions.

The End of Meat re­veals the hid­den im­pact of meat con­sump­tion; ex­plores the op­por­tu­ni­ties and ben­e­fits of a shift to a more com­pas­sion­ate di­et; and rais­es crit­i­cal ques­tions about the fu­ture role of an­i­mals in our so­ci­ety.