"Many do not want to make real behavioral modifications that have radical and epic positive effects on their health & well-being. The notion of practicing austerity and discipline seems blasphemous to many and thus we mold our beliefs about food-choices to fit our desires. “Food-Bioethics” must be considered thoughtfully, soberly, and earnestly when considering the ethical treatment of animals and the sustainability of the planet. A culturally pervasive phenomenon is to subscribe to whatever theory suits one’s current proclivities. Here’s the good news about your bad habits! Or better yet, the du-jour adoption of some token-act. Carrying reusable grocery bags. Check. Consuming a raw green juice. Check. Toting a portable filtered water bottled. Check. Blindly, naively, stupidly buying into the marketing scam of “grass-feed, organic, humanely-raised” meat or dairy products........Exploiting terms like all-natural, gluten-free, organic, farm-raised, and even veganism as just yet another symbolic marker of what’s a trendy way of presenting one’s self as culturally-relevant. It can be argued this actually weakens—even cheapens--the significance and gravity of The Movement. The underbelly to this exploitation is disingenuous and hollow beliefs, transient principles and malleable values which permeate our cultural-strata. Whilst we are all traversing through our own journeys at our own pace, the animals and the planet cannot idly wait. As underscored in the film “Cowspiracy” , the devastating global impact of industrialized animal agriculture on the health of our planet is unsustainable. Animal & Food Activism often is initially borne from a discovery of improving one’s personal health and wellness, followed by rejecting the inhuman harm caused to other animals and finally capitulation to the impossibility of the sustainability of animal agriculture. It takes bravery and courage to allow real personal transformation to occur. I ask myself and others---do you want the blue pill or the red pill?”