Paul McCartney, a former Beatle and longtime vegetarian, famously said, “If slaughterhouses had glass walls, everyone would be vegetarian.”

Although one of the most well-known quotes in the animal compassion movement, it took the team behind Planted Foods—a Swiss food tech company dedicated to ending animal suffering through tasty plant-based alternatives to meat—to run with the idea.

Convinced that the food industry needed to be more transparent about its cruelty-free ingredients and processes, Planted Foods made this quote literal by building an enormous glasshouse around their production in the heart of their Switzerland-based factory.

Slaughterhouses are often miles away from urban centers, guarded by impenetrable walls and perplexing laws. To date, the primary means of drawing attention to the non-transparency of the industry has been through activists sneaking out footage of terrible conditions experienced by animals and practices the slaughterhouse workers endure.

Planted’s Co-Founder Pascal Bieri says, “Unlike the animal meat industry, we have nothing to hide.” Open, airy, and entirely transparent, their factory and ethos is a sharp contrast to the efforts of meat manufacturers to hide the harshness of their production processes from consumers.