Meat eaters may think vegans look down on them – but actually no one is more scornful of carnivores than the meat industry that feeds them. While frontline workers slaughter 22 million animals each day in the UK alone, teams in the back office rebrand those carcasses, packaging them up and using inventive words to hide the truth from the consumer.
Of all their cons, the “free range” egg is perhaps the most audacious. You’d need Disney-level imagination to believe the UK can produce more than 10bn eggs each year without inconveniencing any chickens. But by slapping “free range” on the label, and perhaps a nice pastoral scene with a few chickens roaming free, most consumers never realise how the eggs came to be in the box.