Chapter 9. Why ask why?

About seven percent of the general population is vegetarian, and women and younger people are even more likely to adopt a meatless diet. An additional 10 to 20 percent of consumers are interested in vegetarian options in addition to their normal fare of dead animals. And more and more people are taking the next step and adopting a vegan lifestyle. Although the proportion of consumers who are vegetarian or vegan is quite small compared to those of us who still like to pound down a Quarter Pounder, big companies are taking notice of this growing interest in vegetarian and cruelty-free products. Colgate recently purchased a controlling interest in Tom’s of Maine, and Dean Foods (America’s largest processor of dairy foods) ...

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