The word "chicken" has become the name of a product rather than that of an animal. Nearly all North American chickens are raised and slaughtered in industrial operations. Most chickens raised for meat are engineered to grow rapidly in crowded barns with tens of thousands of other birds. The virtual hell created for tens of billions of animals by factory farming is one of the greatest moral issues of our time. Positive change requires us to take animal interests seriously in the all the choices we make, as consumers, citizens and human beings.