August 27, 2017
"It's not food, it's violence."
"Together, we will change the world for animals."
"Recent marketing campaigns use labels like 'grass-fed,' 'locally sourced,' 'sustainable,' 'humane,' and 'cage-free' to appeal to people's belief that animals should not be harmed. Corporations are noticing that people don't like to see animals being abused so they are using the "humane" marketing scheme as a last ditch effort to try to save this inherently violent industry."
These are the manifestos of Direct Action Everywhere (DxE), an international animal rights group that recently targeted Berkeley's The Local Butcher Shop and made headlines when the shop's owners, Monica and Aaron Rocchino, agreed to post a sign in the window that reads: “Attention: Animals’ lives are their right. Killing them is violent and unjust, no matter how it’s done.” in order to have them stop protesting in front of the shop. (To hear Monica talk about the incident on The Meat Block podcast, click here.)
DxE's sound bites over megaphones and graphic displays of naked, bloody bodies miss the point so completely that they actually harm their own mission to change the world for animals and end speciesism. (Had to look that one up: speciesism |ˈspēSHēˌzizəm, spēsē-| noun; the assumption of human superiority leading to the exploitation of animals.)
I respect vegans for their passionate adherence to what they believe. Like many groups, however, there are extremist factions that distort the truth and vilify opposing viewpoints. First, don't try to impose your beliefs on others. Respect the diversity of people's eating preferences, cultures, and nutritional needs. Second, tell the truth.
To call butchers and meat producers an "inherently violent industry" does a disservice to people who have dedicated their lives to providing nutritional and environmental benefits to their neighbors and the larger community. Fortunately, the protest did not harm The Local Butcher Shop's business. Supporters far and wide defended the shop and showed support for the Rocchinos with their wallets.
"Once DXE released the press release, it was like Christmas for a week! We sold out of everything – so many people came to support us. People out of state bought schwag online to show their support for us. It was pretty awesome," Monica Rocchino said.