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Red Wheel Weiser: How can we love our pets and value kindness to animals generally, yet consume meat from corporations that severely abuse and slaughter 10 billion sentient creatures a year? Melanie Joy addresses this question and builds a compelling case for Veganism. She is the ultimate Veganista! In addition, Joy examines corporate animal agribusiness, and the millions of dollars they spend creating the fiction that these animals live outside on idyllic farms. Joy encourages readers to become informed about the violence and suffering bound up with mainstream food choices, and to begin reducing consumption of animal products. She offers insight into regaining empathy for suffering farmed animals as part of a vital process of personal and societal integration, wherein values, beliefs, and behaviour come into harmony. This is a book for Animal rights activists, those interested in healthy eating and local food and Vegans. Praise: A thoughtful book...required reading for anyone interested in what we eat and why. Kathy Freston, author of The New York Times-bestselling Vegenist ...an absorbing examination of why humans feel affection and compassion for certain animals but are callous to the suffering of others especially those slaughtered for our consumption. Publishers Weekly an altogether remarkable book that could transform the way society feels about eating animals. Jeffrey Moussaieff Masson, author of the best-selling When Elephants WeepAbout the Author Melanie Joy, Ph.D. is a social psychologist and professor of psychology and sociology at the University of Massachusetts.