Mark Fisher has written an impressive and important book about the relation of humans to farm animals and about our collective responsibility to improve farm animal welfare. The book is impressive because of the breath of scholarship, including biology, animal science, history, social science, philosophy, literature and art, that it draws on and shares with its readers. It is important because it insists on seeing farm animal production as something that defines us as humans and that can and should be maintained for the mutual benefit of both us and the farm animals. However, Dr. Fisher argues that there is an urgent need for the rest of society to reconnect with farm animals and to be willing to pay the farmers to be able to break out of the vicious circle of increasing productivity, lower costs and dwindling standards of animal welfare.