No. We’re against the industrial factory farming system, not against farmers.

Factory farming is controlled by a small number of massive corporations that dominate supply chains, set unfair prices, and push farming into ever more brutal, intensive models.

It harms animals, poisons communities, and forces many farmers into debt, consolidation, or closure.

We believe food shouldn’t be produced in industrial hellholes, and farmers shouldn’t be crushed by corporate giants.

Our fight is with the system. Not with the people caught inside it.

We’re not here to tell you what to eat. We trust your intelligence. We’re here to expose how the system really works.

Over 85% of meat, dairy, eggs and farmed fish in the UK come from factory farms.

“Better” options exist in theory. In practice, investigations keep finding the same thing: farmers’ markets reselling supermarket meat, local butchers using industrial supply chains, and welfare labels that are easy to game and regularly misleading.

Shopping your way out of factory farming would mean auditing farms yourself. Who has time for that?

In supermarkets and chain restaurants, factory farming is the default.

So we’re not telling you what to eat.
We’re saying: don’t buy the lies.

Once you see the system clearly, the rest becomes obvious.

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.

Accuracy is everything to us. If we get something wrong, we hand the industry its defence.

Every statistic, claim, and campaign message is sourced from peer-reviewed research, official government reports, court rulings, or verified investigative footage. We work with veterinary scientists, legal advisors, and independent researchers to ensure what we publish is defensible. Our polling data comes from YouGov, Social Change Lab and other credible providers. Where we use undercover footage, we verify its provenance and context.

We publish our sources so anyone can check them. If we ever get something wrong, we’ll correct it publicly.

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.

This is a claim the industry has relied on for decades, but it doesn’t hold up to scrutiny.

Factory farming is optimised for profit and volume, not for feeding people well. The UK dedicates more than 40% its agricultural land to growing crops that feed animals, not people. The system is extraordinarily inefficient: producing 1kg of animal protein from pigs and poultry requires between 6 and 16kg of plant protein in feed, depending on species and production system.

Research from Oxford, Harvard, and the UN’s Food and Agriculture Organization has consistently shown that reducing reliance on industrial animal agriculture could feed the world’s growing population using significantly less land, less water, and fewer resources, while dramatically cutting emissions and antibiotic use.

Nobody is suggesting the food system changes overnight. But the claim that factory farming is the only way to feed the country is an industry excuse, not a scientific consensus.

No. Factory farming is putting farmers out of work.

The industrial model has spent decades squeezing independent farmers out of business, replacing them with contract-based production lines controlled by a handful of corporations. Many farmers are locked into systems that leave them with razor-thin margins, mounting debt, and very little autonomy.

We are campaigning against a system, not the people trapped inside it. A transition away from factory farming would create opportunities for farmers to move into regenerative agriculture, rewilding, and new forms of food production. That transition needs to be supported, funded, and fair.

The question isn’t whether farming has a future. It’s whether factory farming deserves one.

Because factory farming doesn’t happen in the abstract. It happens because specific companies choose to profit from it.

When a supermarket sells chicken from birds bred to grow so fast they can’t stand, that’s a choice. When a pork processor uses CO₂ gas chambers and calls it humane slaughter, that’s a choice. When an egg producer gasses day-old male chicks and puts a picture of a sunny farmyard on the box, that’s a choice.

We name companies because accountability requires specificity. Vague criticism of “the industry” lets everyone off the hook. Naming the companies responsible gives the public a clear target for pressure and gives those companies a clear opportunity to change.

Any company that stops the practices we expose will stop hearing from us.

Yes. Share our films, graphics, and content as widely as you like. The more people who see the truth about factory farming, the better.

All we ask is that you credit Project Slingshot where possible, don’t alter the materials in ways that could be misleading, and don’t use our branding to imply an official partnership without speaking to us first.

If you use our materials in public spaces, please be aware that you do so at your own discretion and risk.

Want to do something bigger? Get in touch.

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.

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.