FAQs

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.

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.

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.

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.

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.

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.

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.

Great question, because the factory farming industry is exceptionally good at hiding its products behind labels like “free range”, “high-welfare”, and “locally sourced”. Honestly, it’s easier to change how you eat than to shop your way around a system this dominant.

We don’t tell people what to eat, because that’s not our business. We’re in the business of bringing down the industry that puts profits before everyone and everything. What you choose to eat is up to you, but unless you know where the meat, fish, dairy, and eggs in your basket are coming from, we’d simply say: don’t buy it.

UK taxpayers can add Gift Aid by donating through our trusted UK partner, VegTrust, here: https://donorbox.org/slingshot

Thanks to the generosity of our anchor donor, who covers all our operational costs, your contribution goes directly towards our campaign work: billboard advertising, newsworthy stunts and investigations, cinematic film production, and hard-hitting digital marketing.

Please reach out to us at hello@projectslingshot.com to learn how we maximise the real-world impact of every pound and dollar donated, or if you have any other questions related to donating.

Not just yet. Our pilot year is moving too fast to run a volunteer programme properly. But when we need you, we’ll send out the bat signal via email and social media, so sign up and follow along.

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.

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