When we buy food, we cook it and eat it, few of us think that we are practicing a moral choice that has to do with the life of the planet Earth. For example, if we fill our plate with meat (mammals, birds and farmed fish) or any other animal by-products (milk, cheese, eggs), we are in reality deciding that 30% of the Earth’s surface be directly or indirectly used for livestock which for the entire cycle emit more greenhouse gasses than all the transport systems in the world, or that fifty thousand litres of water are used to obtain half a kilo of meat. Because these are the decisions involved in the process that brings a steak to our table. Nothing less. To open our eyes, Jeffrey Moussaieff Masson – trained as a Freudian psychoanalyst but now an expert in animal emotionality – gives us a healthy, hefty Zen master slap: are we aware of the consequences of intensive livestock raising? Have we ever thought about its impact on the climate, deforestation, pollution? And how can we believe that eating animals after torturing their bodies can favour our well-being? Masson’s answer is like Columbus’ egg, a brilliant but obvious solution to the problem: only by negating the reality of “who” is impaled on our fork can we remain carnivores. In fact, to say the least, from the evolutionary viewpoint we are poorly equipped from our teeth to our metabolism in respect to predators competing with us. So there are many, powerful arguments in favour of an altogether eco-sustainable diet: our physical and emotional health, the health of the animals we call food and, last but not least, the health of the only planet we have. With the cry of «think pig, not bacon», Masson joins the Food Revolution chorus, a revolution that from the United States has arrived in Italy. After reading this book we won’t see “the face on our plate” with the same eyes.