Elwood’s Organic Dog Meat presents itself as a family-run business marketing free-range, humane, organic dog meat.
However, the farm is entirely fictional, created to make people think critically about animal agriculture.
Double standards
The farm’s website and materials mimic the marketing strategies of real farms that raise chickens, pigs, and cows for food. Founder Dani Rukin says the project highlights societal double standards: “Why is eating dogs horrifying, but eating chickens or cows normal?”
Reactions to Elwood’s have been polarising. Some mistakenly believe it’s a real farm and have sent death threats. Others call it an insightful commentary on the ethics of eating animals. Since its launch, Elwood’s has reached millions, prompting deep reflection on animal agriculture and cultural norms.
Challenge society's view
Rukin, a vegan, says the goal isn’t to vilify farmers or meat-eaters but to challenge societal denial about the suffering in animal farming. “When it’s dogs, the cruelty feels obvious. Why not extend that compassion to all animals?”
While Elwood’s has sparked intense debate, it continues to serve its purpose: holding a mirror to our values and choices regarding animals, food, and ethics.
