What's Happening?
The art collective MSCHF has launched a provocative project involving a young cow named Angus, which was purchased in August 2024. The project involves preselling Angus as 1,200 hamburgers and four leather
handbags, termed 'Angus Tokens,' to be produced once the cow reaches slaughtering age. However, if more than half of the buyers cancel their purchases by March 13, 2026, via an online 'remorse portal,' Angus will be spared and sent to live in an animal sanctuary. Currently, only 31.8% of buyers have opted to save Angus, leaving his fate uncertain. The project aims to highlight the realities of the food industry and the impact of meat consumption on climate change.
Why It's Important?
This project by MSCHF raises significant ethical questions about consumerism and the food industry. By involving buyers directly in the decision-making process regarding the cow's fate, the project forces participants to confront the implications of their consumption choices. It also brings attention to the broader issues of animal rights and environmental impact associated with meat production. The project has sparked varied reactions online, with some viewing it as a cruel social experiment and others as a necessary critique of consumer habits. The outcome of this project could influence future discussions and policies related to ethical consumption and animal welfare.
What's Next?
As the March 13 deadline approaches, the decision of the buyers will determine Angus's fate. If the majority choose to cancel their purchases, Angus will be saved. However, if not, MSCHF has stated they will proceed with turning Angus into the promised products. The project has the potential to inspire similar initiatives that challenge consumer behavior and highlight ethical considerations in the food industry. Additionally, organizations like PETA may become involved, potentially influencing the project's outcome through financial actions.
