New Vancouver Humane Society ad campaign promotes kindness to all animals
Media release July 23, 2020
Vancouver – A striking new billboard in downtown Vancouver is encouraging Vancouverites to treat farmed animals with the same compassion as other animals by transitioning to a plant-based diet. The billboard is part of The Vancouver Humane Society’s (VHS) new Go Veg campaign.
The billboard, which shows the faces of a cow and a dog with near-identical markings, states: “Animals are the same in all the ways that matter” and urges people to “Be kind to every kind.”
“Farmed animals are thinking, feeling beings, with complex emotional lives – just like the pets we open our homes and hearts to,” said VHS campaign director Emily Pickett. “They suffer greatly under today’s industrial animal agriculture system. Our Go Veg billboard calls on society to recognize that animals, regardless of the label they are given – farmed or companion – are the same in all the ways that matter.”
Pickett said that, in 2019, more than 830 million land animals were raised and slaughtered for food in Canada. “Our overconsumption of animal products has led to the rise of the industrial animal agriculture system, characterized by large numbers of animals confined in cramped, barren and unnatural environments and subject to painful procedures, lengthy transport journeys and frightening slaughter conditions.”
The billboard ad will run in select locations in Vancouver throughout the summer. In addition, VHS is running ads in 24 Vancouver condo buildings, also promoting a plant-based diet.
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Vancouver Humane Society billboard near the intersection of Georgia & Richards in Vancouver.
Today marks the 48th annual Earth Day celebration and around the world events and efforts will be taking place to draw attention to the need for stronger environmental protections.
As the global community reflects today on the increasingly sensitive state of the planet and what role we as individuals can play in tackling what can sometimes feel like an overwhelming issue, it’s important to remember that every time we sit down to eat, we have an opportunity to stand up for a better world.
Animal agriculture has been identified as a leading contributor not only to climate change, but to air and water pollution, water use, land degradation, deforestation and biodiversity decline.
In fact, animal agriculture is responsible for more greenhouse gas emissions than the entire global transportation sector. This is because animal-based foods are incredibly inefficient to produce and are very resource-intensive. The processes involved when it comes to raising, transporting and slaughtering animals for food are responsible for potent greenhouse gas emissions including carbon dioxide, methane and nitrous oxide. To put this in perspective, beef production requires 20 times more land and emits 20 times more greenhouse gas emissions per unit of edible protein than common plant-based protein sources such as beans, peas and lentils.[1]
The production of animal-based foods also requires and pollutes large amounts of water. Agriculture accounts for 92% of our global freshwater footprint; approximately one third relates to animal products.[2] The water footprint per gram of protein for milk, eggs and chicken is approximately 1.5 times larger than for pulses (beans, lentils, peas). For beef, it is six times larger than for pulses.[3] The sheer volume of animal waste, along with fertilizers and pesticides used for feed crops, as well as hormones and antibiotics used on livestock create major water pollution issues. These pollutants seep into waterways, threatening water quality, ecosystems and animal and human health.[4]
Meanwhile, animal agriculture is a key contributor to land degradation and deforestation, with one-quarter of the earth’s land surface (excluding Antarctica) being used as pastureland. [5] The conversion of natural habitat to accommodate livestock and feed crops puts immense pressure on wildlife that struggle to survive in increasingly fragmented and degraded environments. Ineffective and ill-informed cull programs put additional pressure on predator populations, due to the perceived threat they pose to livestock profits.
While our diet can be a major part of the problem when it comes to protecting the planet, that also means it is a crucial part of the solution. A 2016 Oxford Martin School study found that the adoption of global dietary guidelines would cut food-related emissions by 29%, vegetarian diets by 63%, and vegan diets by 70%.[6] By reducing and eliminating resource-intensive animal products from our diet and supporting efforts to make more sustainable plant-based foods widely accessible, we can drastically decrease our individual and societal environmental footprints.
This Earth Day, join the growing number of people around the world who are recognizing the power behind what we put on our plate. Take our Meatless Monday pledge for recipe ideas and download our Live Well booklet to learn more about a plant-based diet. You can also support VHS’s efforts to introduce more healthy, humane and sustainable plant-based menu options in schools and other institutions.
The Chickpea food truck has been a big hit with Vancouverites, who have been lining up for its Mediterranean-inspired vegetarian food since it opened for business in 2016. Now, owners Rotem Tal and Itamar Shani have opened a restaurant on on Main Street that’s attracting diners with its popular plant-based comfort food. VHS asked Rotem and Tal about their new venture and about their thoughts on plant-based dining in Vancouver.
The Chickpea food truck has obviously been popular and successful. What made you decide to open a restaurant?
Having a brick and mortar shop was always our dream. We decided to start with a food truck so we could try out our recipes and gauge the public’s response. We were blown away and really excited by the immediate positive reactions to our food and the Chickpea culture. So moving to a restaurant happened sooner than expected.
You recently announced on your website that the restaurant had “gone vegan” and removed all eggs from the menu. What prompted the change?
We both grew up in households where meat was a main ingredient. Individually, through our own personal experiences we each became vegetarian, however. As our business began to grow, so did our research into ethical and sustainable practices. Months ago we removed dairy from our truck’s menu, so it seemed only natural to remove all animal products and by-products from Chickpea before opening the restaurant. We care very much about how our business impacts our community and the world as a whole.
You describe Chickpea’s cuisine as “delicious vegetarian comfort food with a Mediterranean twist.” How have Vancouver diners reacted to your menu?
Now we’re vegan comfort food 😉
The responses have always been positive. There was a bit of an uproar when we removed eggs from our Shakshuka (a dish that traditionally is made with eggs). But overall, people like our food regardless of their dietary restrictions, preferences or practices. In fact we hear a lot of meat-eaters telling us that they didn’t even notice that our meals are all plant-based.
Are there any dishes that have proven to be particularly popular?
Our Falafel Pita is a truck and restaurant favourite, and our chickpea fries seem to be taking Vancouver by storm. If you’re at the restaurant we’re currently obsessed with the Shakshuka Chickpea fries.
How would you describe the typical Chickpea customer? Is there a predominant demographic?
One thing we love about Chickpea is that both our truck and restaurant see customers of all different walks of life. We feed adorable children, serious business people, colourful hippies, cute old couples, proud vegans, and everyone in-between. Our customers are united by their desire for delicious food and good vibes.
Do you think vegan and vegetarian food is becoming more mainstream in Vancouver? If so, why?
Globally, we are becoming more aware of our impact on the world and how we’ve lost touch with our roots. As we move together as a community to reduce our carbon footprint, our eating habits play an important role. Vancouver is constantly working towards becoming more environmentally conscious, so it makes sense that more people are reducing or eliminating their animal product/by-product consumption.
What have you enjoyed most about launching and building Chickpea as a business?
Chickpea is more than just food. We’ve worked hard to create a business that reflects our desire to promote love, joy and creative inspiration. As a result, it’s been an absolute pleasure meeting new people who also care deeply about our planet and connecting with one another. Also, through the truck we’ve been exposed to some really cool local initiatives and events. In addition, we continue to love creating a family with our staff, customers and community members.
What have the biggest challenges been?
Anyone who’s started a business knows how all encompassing it is. Before Chickpea, we were both really good at taking time for ourselves and spending time with our family and friends. We’re working hard to regain that balance.
Do you have plans to expand Chickpea further? What are your goals for the future?
We are always discussing Chickpea’s future and new goals for the business. However, going back to our biggest challenges, for now we’re quite focused on having more quality time spent in nature with family and friends.
What would you say to skeptical carnivores to convince them to try Chickpea?
Carnivores regularly eat at Chickpea. So instead of trying to convince them, we’re happy that we can show how accessible and delicious meat-less meals are.
Chickpea is located at 4298 Main Street, Vancouver. (604) 620-0602 info@ilovechickpea.ca
Today marks the 48th annual Earth Day celebration and around the world events and efforts will be taking place to draw attention to the need for stronger environmental protections.
