Brighton Magazine

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Selected Brighton Magazine Article

Tuesday 07 May 2024

Shocking Photograph From Inside Free-Range Egg Farm Displayed On Hove-Based Billboard

Animal Justice Project launched a two-week vegan billboard campaign on Old Shoreham Road, Hove, displaying a shocking photograph taken by their own investigators from inside a free-range, RSPCA Assured egg farm.

Animal Justice Project says it has displayed the image to challenge consumers about their food choices and consider going vegan.  
 
Spread across Birmingham, Nottingham, Bristol, Hove, and London, the organisation's egg-themed 6x3m billboards are expected to reach an audience of over 1.4 million people. 

With striking messages like 'There is no such thing as an ethical egg', 'Don"t buy the lie', and 'Not an egg machine', coupled with real-life images of British egg-laying hens, the campaign pulls no punches. 
 
While the industry paints an idyllic picture image of egg farming where happy birds roam free in fields - the reality is far darker. 

This campaign seeks to expose and share the unsettling truths hidden from British consumers.  
 
The campaign's artwork made its debut on social media, sparking heated debates. While some questioned the economic implications for farmers, others defended their food choices. 

One person argued: 

"...when all the eggs, meat and fish is so expensive because you have won your campaign...the farms will close and have no income" while someone else complained about feeling criticised for their food choices.  

Another commenter raged: 

"I have no sympathy for farmed animals, their sole purpose is to provide food for humans." 
 
With the average consumer eating 200 eggs annually and a whopping 11 billion eggs laid by hens in the UK each year, the egg industry is big business. 
 
Animal Justice Project's investigations into caged and free-range egg-laying farms have revealed birds dying, dead and decaying. 

Their recent investigation exposed these issues in "high welfare' RSPCA Assured farms supplying major supermarkets like Sainsbury's and Aldi, raising serious questions about the reliability of welfare labels.    

Free-range eggs may feel like a no brainer for conscientious shoppers because the packaging implies hens have access to the outdoors and a better quality of life. Sadly, free-range eggs aren't all they are cracked up to be.   
 
Ayrton Cooper, Campaigns Manager at Animal Justice Project, said: 

"Brighton & Hove are renowned for a vibrant community of conscientious individuals who champion ethical values. 

"We aim to resonate with this community and provoke thoughtful consideration of food choices through this poignant imagery. 

"Despite the egg industry's marketing efforts to portray idyllic scenes of cage-free farms, the stark reality remains hidden. 

"It's time to unveil the truth behind the 'high-welfare' labels, empowering consumers to reject this injustice. 

"In a region abundant with vegan options, we encourage everyone to take a simple step towards ending their support of the egg industry." 

by: Mike Cobley




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