I really do not need convincing on this topic. I am clear that our treatment of animals is disgraceful, and (hopefully) in the future will be seen to be the evil it is.
The title of the book derives from the Matrix movie where unsuspecting humans do not realize that they are not in control and are dancing to the tune of others. This book covers the author’s personal journey to plant-based foods and covers the impact of meat farming and eating on – personal health, environment, and treatment of animals. Animal farming and meat eating is a disaster under all the mentioned heads – it predisposes us to a range of serious diseases, severely degrades the environment and delivers a miserable life to farm animals. The meat lobby is powerful and in economic value is several times (120X) that of the plant-based food industry. The combination of clever advertising and general lethargy of humans to break habits followed since generations, ensures that the industry thrives. Phrases like ‘humane treatment’ (consider that we use the phrase for the death penalty for the worst of crimes), ‘only one bad day for farm animals’ is offered when questions crop up, as if the animals happily choose to be treated thus (this is referred to in mindfulness literature as spiritual bypassing – self-delusion with falsehoods). While the proportion of people identifying as vegan is increasing, the consumption of meat is also going up – especially in regions which had low meat consumption. Questioning food habits often leads to retorts such as “Don’t tell me what to eat”. Also, we humans have almost no ability for long-term thinking – poison we will avoid but slow-poison we will tolerate, which is why our action on global warming is so little and so late.
The author points out that communicating the message for a plant-based diet has been tough – it is taking on a well-funded industry which has deep influence on the government and media, as also challenging habits indoctrinated since birth for most. For instance, in some US states it is prohibited to survey or publish material on conditions in farms, and animal cruelty laws exclude farm animals. The meat industry funds a diverse set of organizations and people, even bloggers to attack plant-based food companies products and people advocating that (typically portrayed as those outlining extreme views). I found similarities to what sugar industry has been doing (see ‘The Case against Sugar’ by Gary Taubes) since long – trying to portray sugar & sugary foods as safe & delightful, and blaming fat for all ills. The delusion is deeply ingrained and even animal lovers, really only care for ‘some’ animals (such as dogs, cats, tigers etc) and not others.
There is some good nutrition information in the book, but for more detailed plant-based nutrition information I recommend ‘How Not to Die’ by Michael Greger. Acknowledgement is the first step to overcoming our delusions and habits. As the author says most vegans were not born thus – they made the transition. (I am a vegetarian but realize I have to take some steps with respect to dairy consumption). Most people have strong views one way or the other and do not like to be challenged or questioned, an important topic for our times.