HABITS DIE HARD

Without a doubt, our core work focuses on animal welfare - attempting to progress something that, in truth, is largely non-existent. What is presented to the public as a functioning welfare system is, in reality, a make-believe process. It is controlled by industry, as it always has been, and deliberately structured to ensure it never functions in the way the public believes it does.

Most people still believe in the illusion of welfare.

But this conversation goes beyond welfare. Because even if welfare genuinely existed - which it does not - it would still fail to address a much larger truth. One that affects every single one of us.

The environmental destruction caused by the sheep industry.

Australia’s history is not taught honestly. It is manipulated to glorify colonisation while deliberately ignoring the environmental takeover that accompanied it - the annihilation of ecosystems, the devastation of fragile landscapes, the extinction of native species, and the displacement of Indigenous peoples.

The sheep industry was the beginning of it all.

It was the first large-scale environmental destroyer on this continent. The first agricultural invader. The first industry to systematically saturate Australia with introduced animals, devastating land that had evolved over tens of thousands of years without hooves and fencing.

Coastal grasslands were wiped out. Fertile regions were claimed. Indigenous peoples were pushed inland as sheep took over the most productive land. Once the coast was stripped, the industry expanded relentlessly into central Australia - until sheep dominated the country and reshaped it forever.

From an industry perspective, it was also the first to exploit and enslave Indigenous peoples, forcing them to labour for what Australia still glorifies as the pinnacle of colonial success: the wool industry.

The sheep industry is responsible for profound environmental and social harm - yet it has never been meaningfully held to account. These truths are absent from public education. They are excluded from national storytelling. They are buried under mythology.

And until this country confronts what actually happened - honestly and without propaganda - Australia cannot progress.

Because the sheep industry has controlled the narrative for generations, it continues to paint itself as an economic and environmental hero. It floods the public with greenwashed language, strategic misinformation, and carefully chosen buzzwords.

Key lobby groups don’t just repeat this rubbish - they believe it. And they seed it into the next generation, ensuring the disconnect becomes endless.

Today, the industry that helped destroy this continent now markets itself as the saviour of it.

They call themselves environmentalists.

They claim to be leaders in “carbon sequestration” - a claim that is nothing short of absurd. Forests sequester carbon. Oceans sequester carbon. Wetlands sequester carbon. Not millions of exploited animals grazing cleared land.

They call themselves “stewards of the land,” while vast areas of this country have been levelled into open, barren paddocks, stripped of complexity and choked with introduced pest weeds.

They claim leadership in biodiversity, while actively persecuting wildlife - wiping out species, targeting kangaroos and dingoes, and erasing predators to protect their profits.

They use these words because they rely on the public believing them.

And this is where we hope: that if you read and follow our work long enough, you will start to see the pattern. The recycled language. The propaganda. The relentless campaign to make an extractive, exploitative industry appear virtuous.

This deception doesn’t just protect their profits - it protects public comfort. It helps people believe their food choices are harmless. Acceptable. Normal.

This is where the lightbulb needs to come on.

Because while climate change affects everyone, these industries will continue to expand and destroy without limit. There is no sustainability here.

The sheep industry cannot even sustain itself.

In 2024, overbreeding led to the mass killing of sheep simply because there was no market for them. “Sustainability” has never referred to the environment - only to the industry’s attempt to preserve itself. And even then, it fails.

They have destroyed the real carbon sinks - forests, grasslands, wetlands - and then sidestep the real issue entirely: methane. A word they refuse to use. They conveniently leave it out of conversations and talk only about “carbon,” because carbon can be spun into offsets and accounting tricks. Methane cannot.

The lies are endless.

We hope people wake up to the relentless campaigning seeded across this nation - and start questioning claims that sound too neat, too comforting, too patriotic.

Because it is not Australian to worship exploitative industries. It is not Australian to destroy ecosystems and kill sentient beings while calling it stewardship.

What would be Australian is being intelligent, free-thinking, and willing to call out a lie when you see one - willing to dig deeper instead of accepting the narrative handed to you.

Just like welfare: if you stick with this long enough, you realise it is a story. A system that looks real from the outside, but does not function as promised.

Sheep are no better protected today than they were 200 years ago.

“Stewards of the land.” “Biodiversity.” Buzzwords.

Even politics refuses to confront this reality. Not even the Greens Party meaningfully challenge animal agriculture - the focus remains on energy and mining, as if animal agriculture is not sitting right beside them as a major driver of destruction. And why? Because real solutions require real change - including food choices - and too many are unwilling to confront that.

So we keep walking ourselves into more fires, more floods.

Into deeper environmental collapse.

For money.

It never stops.

Please pay attention to the environmental lies seeded by animal exploitation industries. They are not worth worshipping. They are not worth believing. Everything they say is for self-gain, and always has been.

This country was once an extraordinary place.

And the sheep industry was part of undoing that.

They are not our environmental saviours.

They are our environmental destroyers.

Liars - working tirelessly on a campaign of manipulation.