There is a disconnect between the meat Londoners eat and the animal that it once was. Most of the pork they eat is reared in barren factory farms and the animals are subject to routine mutilations. CIWF aims to show us that a pig isn’t just a sausage on legs, but an intelligent, smiley creature.
To do this shoppers at Westfield Shopping Centre were given the chance to feed free range pigs by controlling an apple catapult in the field of a farm in Buckinghamshire while viewing the whole thing on a giant screen. A donation of £1 was required to use it, but seeing a happy pig is obviously priceless.