Street art stunt highlights need for Honest Labelling

Published 23/08/2019

This week (21^st August), we commissioned a creative street art stunt, in Birmingham, to help raise public awareness of the need for mandatory method of production labelling on meat and dairy products.

Birmingham Banksy?

There has been widespread speculation about the true origin of the artwork which features a pig caged in an upturned shopping trolley. While some suggested that the piece may have been created by renowned graffiti artist Banksy, others were slightly more sceptical. But in fact, we were behind the artwork.

“We commissioned this stunt to show how easy it is to make assumptions when things aren’t clearly labelled – whether a piece of art, or a pint of milk,” explained Natasha Smith, our UK Campaign Manager.

“From looking at many meat and dairy labels, it can be almost impossible to know the level of welfare that the animal has experienced – just as it was almost impossible for people to know whether the Birmingham street art was really a Banksy.”

‘All natural’

There are currently no labelling laws in place to show how animals farmed for meat and dairy were reared. With more than 70% of the animals raised in the UK each year being factory farmed, shoppers are often misled and could be buying intensively farmed meat and dairy products without realising it.

Labels on intensively reared products frequently display misleading images of rolling landscapes and happy animals, suggesting animals have been farmed outdoors, when in reality the livestock are crammed into barren cages, kept indoors all their lives, or kept in such close confinement that they are unable to express their natural behaviours. Generic, meaningless phrases are brandished across many factory farmed food packets, such as ‘farm fresh’ and ‘all natural’, when in fact more appropriate slogans would be ‘raised in confinement’ or ‘grown quickly, without access to the outdoors’.

Natasha continued: “Honest labelling empowers consumers, is fairer to farmers, beneficial for retailers and – most importantly – improves the lives of millions of animals each year.”