Why Project
Slingshot
Big Ag Exposed
Industrial-scale factory farming has destroyed the food system we once knew. Over 90% of farmed animals globally are confined in factory farms. It’s the largest, most destructive supply chain on Earth and it is hiding in plain sight.
Over the past fifty years, Big Ag has expanded, consolidated, and industrialised. It has forced small-scale farmers out of business and now funnels eye-watering profits to wealthy hedge funders and global investment firms. It makes billions every year and in return we get public health crises, selective breeding, antibiotic resistance, polluted rivers, collapsing oceans, animal suffering, and food contaminated with things no parent would ever knowingly put on their child’s plate.
The system thrives, not because it works, but because Big Ag has adopted the tobacco industry’s strategies and perfected the art of misdirection.
It Sells…
Family Farms
while running animal megafactories.
Sustainability
while wiping out forests and killing off rivers.
High welfare
while suffocating pigs to death in gas chambers.
Choice
while ensuring we never see how our food is really made.
Our Mission
Project Slingshot exists to drag the truth into the light and break apart Big Ag’s deliberately constructed illusion.
What We’re Up Against
Factory farming is an industry built on secrecy and denial. Behind the happy-meat ads and bogus welfare labels sits a broken, rigged system.
Forests decimated, wildlife driven to extinction, workers and neighbours sickened. Small farmers forced out of business. Oceans and rivers polluted. Cancer risks raised, pandemic risks raised. Land stolen. Antibiotic-resistant superbugs spread. Workers exploited, injured, and killed. Violence, gas chambers, and systemic animal suffering.
If we knew it, we wouldn’t buy it, and so the industry’s well-paid PR machine churns out misinformation and disinformation by the bucket load. Its lobbyists gain unprecedented access to the world’s decision-makers while its corporate lawyers work to silence anyone who dares to speak out.
This isn’t a case of a few bad apples – the whole f*cking orchard is rotten.
Most people don’t want cruelty, ocean collapse, antibiotic resistance, or industrial filth anywhere near their families’ meals. Big Ag knows this, which is why it spends billions ensuring we never see the system behind its highly marketed products. Happy Meat! Happy Eggs! Look at these cows grazing contentedly in a meadow!
Our strategy is simple:
Turn The
Lights On
We don’t lecture. We don’t shame. We don’t tell people what they “should” eat. We just show them what they were never meant to see.
When exposure becomes clarity, clarity becomes pressure, and pressure becomes change. That’s when the system cracks.
Our Team
We’re a global crew of citizens, designers, investigators, filmmakers, and researchers who refuse to look away.
Different talents. One conviction.
Tell the truth… and make it unforgettable.
Naomi Alicia Hallum
Matthew Glover
Kate Fowler
David Ellams
Jay Barrett
Nicola Harris
Rita Parente
Tahnee Kaya
Farah Amber
Joe Stratton
Laura Crosbie
Wade Strange
Daniel Yañez
Sofia Amarante
Brandon Pantano
Elliot Gregan
Join Our Team
We embrace our diversity and differences, but all share the same values and beliefs. Every role here contributes to our shared mission, and we’re always interested in connecting with talented individuals who share our vision.
FAQs
Who is behind Project Slingshot?
Project Slingshot was founded by Matthew Glover, who co-founded Veganuary and has spent over a decade building organisations that challenge the factory farming industry. The team is led by co-founder and CEO Naomi Hallum and includes senior specialists in creative campaigning, PR, investigative film, digital marketing, and movement strategy.
We are not a lone voice. We work alongside a growing network of NGOs, legal experts, researchers, grassroots groups, and public figures who believe factory farming is indefensible.
Who funds Project Slingshot?
Project Slingshot launched with backing from a US-based philanthropic foundation committed to ending animal suffering at scale. We are independent of any political party, corporation, or government. As we grow, we are building a broader network of mission-aligned funders and welcome donations from anyone who wants to see factory farming end.
Why London first?
Because London is where the decisions get made.
Parliament, supermarket headquarters, national media, major food companies. They’re all here. So are millions of people who oppose factory farming but have never been given a way to act on it.
We’re starting in London to prove the model. Once it works, we scale it to other cities in the UK and beyond.
Will you expand outside the UK?
That’s the plan. Factory farming is a global system and it needs a global response.
We’re starting in London because it’s the ideal place to build and test the model. But everything we’re creating, the campaigns, the creative, the digital infrastructure, is designed to be adapted and replicated in other cities and countries.
The practices we’re exposing aren’t unique to the UK. Gas chambers, Frankenchickens, and chick killing happen across Europe, North America, and beyond. Once we’ve proved what works, we intend to take it international.
Why are you registered as a US charity?
Project Slingshot is a US-registered 501(c)(3) nonprofit because much of our philanthropic funding comes from the US, and this structure lets our donors give tax-efficiently while we build campaigns on both sides of the Atlantic.
Which city or country are you coming to next?
San Francisco is next, with New York close behind. After that, rumour has it we’re heading to Europe – but nothing’s locked in, and we’re open to persuasion. Tell us where Slingshot should go next at hello@projectslingshot.com or on our socials.