I'm standing in the middle of a pig shed. To my left and right, I see row after row of tightly packed sows and their squealing piglets. The building is a sorry sight - hard, featureless, sometimes barely visible in the dim light. I want to leave, except I'm not actually "there". Welcome to the curious world of virtual reality.
We must scale our conversation back more wholly, dismantling the very framework that underpins our prioritisation of spectacle, competition, tradition and recreation over that of animal welfare. Whilst this framework remains intact, progress will continue to be inconsistent. Meanwhile, cruelty will continue to occur on our doorstep.
This past weekend we celebrated Earth Hour 2016, causing many of us to look at what changes we can make to do our bit for the planet. We all know about swapping light bulbs, shorter showers and driving less, but there's one change we can all make that has a bigger impact than anything else: what we put on our plate.