Page 27 - Boardwalk_Issue 3_2022

ADVERTORIAL

WHY THE STORY OF THE MEAT

YOU EAT IS IMPORTANT

t is hard to defend being a meat eater • Freedom from discomfort the negative but they do not promote
to those who graphically describe the • Freedom from pain, injury or the positive and it leads to animals
Iinhumane treatment animals suffer on disease surviving rather than thriving.
the way to your plate. • Freedom to express normal
behaviour In line with this, Justine believes that
But all that falls away if the animals • Freedom from fear and distress the suppliers to the Food Club she
have had a life worth living and a is forming should be moving toward
humane end. These are not only good for the providing animals with a ‘life worth
animals destined for the table, they living’.
Justine Reardon’s remarkable story are good for the people consuming
of how she transformed herself from the meat. “At the butchery where I As the Humane League puts it, in
a third generation fashion designer, worked in Morningside, you could tell addition to providing the essentials
cutting and trimming material for the difference when an animal was they need to live, farms that rear
dressing Joburg’s young social set, slaughtered whilst in a fit of adrenalin- animals should do their best to give
to cutting and trimming meat, has a induced fear. The adrenalin changes the animals positive experiences during
foundation in ethics and healthy living. colour and smell of the meat and it is their lives.
much tougher,” says Justine.
According to Justine, raising the bar for It is a global movement and it is making
the humane treatment of animals in the But the Five Freedoms are a problem. headway fast – 32% of hens in the USA
food system began in 1965 when Irish They lead to ‘humane washing’ are now cage-free, double the number
zoologist Francis Brambell researched through the unethical practice of of just three years ago.
a basic set of standards for all animals marketing with misleading claims. Their So if you would like the meat on your
under human control. He recommended weakness is they are vague and open to plate to be tender and delicious,
five freedoms. interpretation. So while factory farms coming from animals that lived a life
might provide the appropriate facilities,
These are the Five Freedoms that have they barely consider the animals’ well- worth living, take a look at page 24. By
since been developed and adopted by being. answering the questionnaire linked to
organisations and authorities in Europe the advert, to help design a Food Club
and the USA: The USA-based Humane League points for your estate, you stand a chance to
• Freedom from hunger or thirst out that the Five Freedoms minimise win half a free-range lamb.
“Win half a lamb – design a Food Club”

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Boardwalk Meander Estate Issue 3 · 2022