While we are becoming increasingly aware that the industrial production of animal products is an ecological and ethical nightmare, we have been less willing to scrutinize the popular non-industrial alternatives to animal production. Products now marketed as "grass-fed," "cage-free," "locally grown," "humanely raised," and "free range" sound like responsible alternatives, but in fact they are beset with many of the same problems that mar industrial production. This talk will explore the hidden costs of non-industrial animal agriculture as a basis for promoting veganism for omnivores.