It starts with laughs, but ends with an uncomfortable silence and a serious realisation.

During a recent presentation from Compassion in World Farming, an advocate group based in the United Kingdom, audiences were shown what the marketing claims on their food packaging actually looked like for animals on the farm.

In the video, an actress named Kate Miles, posing as a marketer, tells the audience, “I’m going to give you some of the secrets of how we make you buy what we want you to buy.”

She then juxtaposes the false marketing schemes of food farming products and pictures of how animals are corralled, shining a light on the marketing ploys used by farming companies to disguise the realities of their products.

“The power of wilful ignorance can not be overstated. This systematises cruelty on a massive scale and we only get away with it because everyone is prepared to look the other way.”

While many consumers are aware of factory farming and its methods – and a critique of industrial food production lies at the heart of this video – it is still a compelling reminder of how our food is made and sold to us. And what the words Farm Fresh actually mean.

Watch the video here: