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Veld donates money to farm animals and also serves them

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The only thing that gets my head shaking faster than EDM music, is the hypocrisy of far from vegan companies promoting their donations to farm sanctuaries.

A friend shared a Facebook announcement with me that read “Veld Music Festival is proud to be partnering with Happily Ever Esther Farm Sanctuary Charity. $1 from each Veld Music Festival ticket sold between July 31st – August 6th will be donated to Esther’s Farm Sanctuary.” 

‘How sweet!’ people must think. ‘I follow that pig on Instagram!’ others might boast. ‘Give me a fucking break’ I not so quietly say to myself (and my readers).

For those unfamiliar with the weekend long electronic music dance festival, it draws out tens of thousand of people who can pronounce Avicii and don’t mind crowds. Lest we be confused that their giant V logo stands for anything other than Veld, food vendors on-site for hungry music revelers are serving up all sorts of animal products. Though only three vendors have been confirmed on the fests Facebook page, a cursory glance at their menus shows pulled pork tacos and pork souvlaki–a stark contrast to the happy, Veld-flag waving, sunglass wearing Esther The Wonder Pig they feature in the promo flyer (seen above). It’s just so interesting to me that they (like so many other companies) can profit off of the flesh of some animals and simultaneously profit off of the promotion of saving others.

If there’s one thing people like more than sitting on each other’s shoulders at concerts, it’s being told that donating money to help animals makes them a better person. I mean, that’s what Veld wants their ticket buyers to feel–good about helping. Except it’s not really helping. Our actions are responsible for all the farm animals being saved at this farm.

Before everyone gets too upset, I’m not saying the Happily Ever Esther Farm Sanctuary doesn’t deserve donations. The point I’m trying to make is that someone who uses animals shouldn’t feel they’re saving animals by giving change to a sanctuary. You can help them help their animals, sure, but those animals needed rescuing because of how we treat all animals. But since Esther’s family isn’t always clear about veganism, the message can be further muddied by the Veld team.

If seeing Esther in your scroll brightens your day like it does for so many, I implore you to consider doing what’s best for all pigs like her, and all animals. That’s not just following, liking, or sending her a couple dollars by buying a concert ticket–it requires that we go vegan.


Photo from Veld

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