I grew up in the Dutch countryside around my grandfather’s chickens, and for a long time, I thought that was what chicken farming looked like. It wasn’t until adulthood that I came to learn about how farming had changed and how disconnected most people have become from how their food is actually produced. 

That realisation sparked the question that lies at the centre of my work: Why don’t we think about the suffering of the animals we consume? To explore this, I try to connect three core concepts: meat, masculinity, and morality.

I bring together a scientific and analytical approach with creative communication tools to share facts about how meat is produced, marketed, and consumed.