The KindEco
For the animals. For the planet. For your health. We help curious, compassionate people make the shift to plant-based living — without judgement, and without the noise.
Since you opened this page
Estimates derived from FAO 2022 land-animal slaughter data and fishcount.org.uk aquatic estimates. Counter resets on page reload.
The problem
Every day, more than 200 million land animals are slaughtered for food. Add aquatic animals and the daily number climbs into the billions. To produce them we've built a system that occupies roughly 80% of the world's farmland, drives more deforestation than any other industry, and contributes between 14.5% and 19.5% of global greenhouse-gas emissions. It is, by most measures, the single largest human enterprise on Earth — and the one we think about least.
This isn't an accusation; it's an invitation. KindEco exists because we believe that when people see clearly, they choose differently. And that the way we eat is one of the most meaningful levers ordinary people have to make the world less cruel.
The four pillars
People come to plant-based living from very different doors. The reasons differ; the destination converges.
More than 80 billion land animals — and trillions of aquatic ones — are killed for food each year. Most never see the sun.
Read more →A 2018 Oxford study of 38,700 farms in 119 countries found plant-based eating is the single biggest thing one person can do.
Read more →Adventist Health, EPIC-Oxford, PREDIMED, EAT-Lancet: plant-eaters live longer, with less heart disease and diabetes.
Read more →A third of the world's grain is grown to feed farmed animals. Redirected to humans, it could nourish billions more.
Read more →Make it concrete
Slide to a number of days — a week, a month, a year of plant-based eating — and see what your individual decision adds up to.
Upper-bound estimates from Poore & Nemecek (Science, 2018); Mekonnen & Hoekstra (water footprints); Counting Animals (incl. aquatic).
Where to start
Answer five quick questions and we'll point you to the part of the site most likely to land — for the kind of person you actually are.
Voices
“Auschwitz begins wherever someone looks at a slaughterhouse and thinks: they are only animals.”
Curated films
Documentaries, investigations and short films from advocacy groups and independent filmmakers.
Documentary trailerThe documentary that made the plant-based case to millions.
Source: Forks Over Knives
Short filmIf slaughterhouses had glass walls, McCartney once said, everyone would be vegetarian. This is what he meant.
Source: PETA
Documentary trailerThe environmental case against industrial animal agriculture, in 90 seconds.
Source: Cowspiracy
Documentary trailerAn unflinching look at how humans exploit non-human animals across every industry.
Source: Dominion Movement
ExplainerA calm, data-rich explainer on the environmental math of eating meat.
Source: Kurzgesagt
InvestigationWhat the milk carton doesn't show.
Source: Mercy For Animals
The common questions
From the magazine
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Newsletter
A handful of recipes, a story worth your time, and one thing you can do this week. Nothing else.