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Imagine feeling so offended and enraged by people opting to lead a meat-free lifestyle that you got out of bed, bought a pig's head and persisted on devouring it raw outside a vegan food festival. Go on, just dwell on that for a second.
Well, that's what this unnamed anti-vegan protester decided to do when he stood outside the Brighton Centre eating the animal's head.
According to the Brighton and Hove Independent, the bloke was confronted by members of Direct Action Everywhere - an animal rights group - who were holding signs which had slogans such as 'it's not food, it's violence' and 'meat is murder' written on them.
Tim Barford, Vegfest UK manager, told the publication: "We knew about the planned protest and were expecting 30 protestors - three turned up, which was slightly sad for them and reminiscent of a Nigel Farage march.
"But they proceeded to upset kids and members of the public, and with that in mind, the police arrived, gave them a warning and sent them packing.
"What was interesting was that we had meat-eating members of the public saying that this revolting spectacle had encouraged them to give up eating meat - so it seems the anti vegan protest actually encouraged people to go vegan."
In addition to Mr Barford's comment, a member of DxE Brighton added: "A lot of everyday people walking past are also repulsed by the sight of a pig's head which is interesting as most of these people eat pigs as well.
"It goes to show what we already know, that people don't like seeing the faces of the animals they eat. Eating animals is eating a product of torture and death. Why is animal abuse so normalised when it's in a burger but shocking when we see the being behind the burger?"
A DxE organiser also commented, saying: "We live in such a speciesist society we often forget who we are eating and I think today serves as a very visual reminder of the victims behind our choices.
"We call ourselves an animal loving nation but our actions don't reflect that as most people eat and wear animals every day. Over 10 million pigs are killed a year in UK slaughterhouses, they are usually killed at just five to six months old.
"There's nothing just about what we do to animals and no humane way to exploit and take their lives."
According to DxE Brighton, shortly after being confronted, the man packed his pig's head away and left.
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