Today on the show I sit down with Gene Baur — activist, best-selling author and president & co-founder of Farm Sanctuary, the first animal rescue organization dedicated to farmed animals. You might have seen him in the documentary Forks Over Knives*. And I'd be remiss in not mentioning his is a pretty darn good marathon runner prepping for his first Ironman this summer (on a plant-based diet of course).I've had plenty of vegans with strong points of view on the program. But this was the first time I have interviewed a true animal rights activist. I'm certainly not an expert in this area, but Gene is such a great guy, he made it easy.I'm the first to admit that my original reasons for going vegan were far more selfish than ethical. But the more educated I become about how our food system functions to deliver meals to our plates, the more sensitive and attuned I have become to the indelible power of marketing; the extraordinary lengths to which BigFood and their adjuncts on Capitol Hill will go to keep the public immunized from the harsh realities of factory farming; and the unnecessary and horrific treatment of farm animals that inevitably results.Please understand — I take no moral high ground. But as my awareness of this issue continues to broaden, I do feel a certain imperative to cast light on what I perceive as exceedingly cruel abuse on a systemic level. In my very humble opinion, our current system is both untenable and unsustainable in the long term. There is a better way. And Gene is a great ambassador of a worthy message warranting our objective attention.If you come to this interview with a different perspective on this issue, I understand. And it's fine. Believe me, I get it. I ask only one thing – that you please listen with an open and mind.Thanks. And enjoy the show.UPDATE! We are now up and running on Soundcloud. What's Soundcloud? Another platform to listen and share the podcast. What's awesome is that it allows you to share the audio file across your social networks like Facebook and Pinterest and you can even embed this groovy player onto your website or blog. You can even add comments along the timeline that specifically relate to a certain portion of the show, which is really fun. Great way to share the content with your friends and colleagues and help spread the word. So if you enjoyed the show, tell a friend, share away and let's build this PlantPower Mission together!CONTEST ANNOUNCEMENT!We are working hard on putting together a line of super groovy PlantPower-themed attire. First up will be a t-shirt design, which we should have ready to print in the next two weeks – I'll share the design as soon as it's ready. If you know me, you know I love good design, so rest assured it will be cool. And this t-shirt can be yours for FREE. Here's how to win:1. If you haven't already, “Like” my Facebook Page, follow me on Twitter and Instagram (@richroll on both) AND YOU MUST leave a comment on the iTunes page for the show HERE (unless you have already done so). I'm not saying what you should write – that's entirely up to you.2. Take an interesting photo of yourself either: a) reading See acast.com/privacy for privacy and opt-out information.