This site uses cookies to provide web functionality and performance measurement.   Got it

Closeright
Share
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo
Pingo

Pingo

  • Measurements
  • Portfolio
Pingo

The story begins with a simple invitation to try a thought experiment. Imagine you are standing in a large Dutch greenhouse on a sunny day. The smell of fresh tomatoes, cucumbers and peppers is in the air. The plants grow in rows, cared for by human hands, supported by modern technology. The vegetables look healthy, even if they may not be grown to the purest organic standards. You set up a table in the middle of the plants, set it with a simple meal - perhaps a salad, soup, fresh bread. You sit down, take a bite. The environment feels calm, almost harmonious. You eat and feel in harmony with what surrounds you. Now imagine you take the same table and bring it to a fattening farm. It is not a place of extremes - not the images you know from gruesome investigative reports, but also far from idyllic. Pigs are kept here. It smells strong, a mixture of food, animals and waste. The animals stand close together, looking at you with curious, perhaps apathetic eyes. They grunt, rummage in the straw that is only sparsely spread. You set up your table, right here. The food is the same as before. You sit down, start to eat. But the room feels different. Your mind wanders. The pigs watch you as you chew. It is impossible to ignore them. Their existence is not separate from your meal. Now you take the table and take it to a slaughterhouse. The air is cold, metallic. Sounds echo from the walls - machines, footsteps, screams. You hear the squealing of pigs trying to escape the inevitable. Here you set up your table. The sounds are loud, penetrating you. You sit down, shivering perhaps, try to eat. But the food no longer tastes good. It is drowned out by the noise, by the knowledge of what is happening around you. Each bite becomes heavier until you put down your cutlery. This experiment, these three scenarios, are meant to challenge you. Not to lecture you, but to confront you - with what we often ignore. What does it mean to eat? What does it mean to be part of this system? And above all: how does it feel when you really look? #thinkaboutit #feelaboutit #beaware #beconscious #lesshashtags @pingoscolors