What a scene. Nearly 40 of us standing in front of the meat counter in Whole Foods’ Market Street store (San Francisco) chanting “It’s not food, it’s violence!”

Yes it was a Direct Action Everywhere (DXE) animal rights protest. It took place this past Saturday.

I shot photos and video. My wife Leslie AKA The Vicious Vegan wrote an excellent report on what went down, and the philosophy behind the protest.

Here’s how her blog post begins:

ANIMAL RIGHTS PROTEST CALLS OUT WHOLE FOODS

By Leslie Goldberg

I’ve never yelled inside a Whole Foods Market or in a Safeway or in any grocery store. I’ve never even wanted to. When I’ve walked past (quickly) the neon-lit graveyards they have in the back of these stores, which showcase the dead animals or their chopped-up flesh, I’ve felt a grief and revulsion that makes me quiet.

Yet despite my despair at the obvious animal cruelty that’s taken place, I have to admit I’ve always kind of liked Whole Foods. I like that they have a gazillion different plant-based milks (that taste good); that they have a pretty good bulk section; that the employees are nice; that one of the store’s founders, John Mackey, was persuaded to become a vegan; and I always liked that the checkers would ask me, “Credit or donation?” when I brought in my own bag. I’d get a little warm feeling when I’d say, “donation.”

Yet there I was – pissed and yelling my head off with the other protestors in the meat department of Whole Foods on Sunday: “It’s Not Food, It’s Violence.”

I joined a group of Direct Action Everywhere (DXE) members to protest Whole Food’s truly bizarre, if not Orwellian, $20 million ad campaign: “Values Matter.” The ads feature such slogans as “Know What Kind of Life Your Dinner Lived” or “Choose a Fish, Cook a Fish, Save a Fish.”

Welcome to the house of mirrors world of “humane meat.” Or “sustainable agriculture.” Or “cage free.” Or “cruelty-free food.” Or “grass-fed.” It’s a wonderful dreamy world where the environment is pristine: no water pollution, no climate change, no destruction of wildlife. You can still kill and eat animals and/or consume their secretions and feel good about it. Hell, you can eat animals and save animals at the same time!

Read the whole post here.

– A Days Of The Crazy-Wild blog post –