To address the misconception that veganism is anti-farming, PETA turned to broadcast interviews to amplify the voices of farmers embracing plant-based agriculture. Timed around Back British Farming Day, we facilitated a series of thought-provoking discussions that celebrated those cultivating grains, pulses, fruits, and vegetables, and encouraged others to transition away from animal farming. By helping PETA share real-life examples and ethical motivations, we positioned them as both supportive of farmers and committed to a future free from animal exploitation—challenging outdated narratives and inspiring listeners to rethink their food choices.