Marc Gurney, from Brighton, East Sussex, began his guerrilla tactics last week as part of a campaign called ‘Veganuary’.
Meat products, including Sainsbury’s Taste the Difference Cumberland sausages, were branded with stickers stating: ‘By eating me you will cause another of my kind to be killed’.
Other stickers included one with an image of children’s TV character Peppa Pig, alongside the message: ‘We are all Peppa Pig. What would your children say if they knew the truth.’
Marc Gurney is putting up stickers in supermarkets in a bid to make shoppers feel guilty
One of the stickers includes a picture of Peppa Pig next to a distressed-looking farm animal
The stickers tell shoppers they will be contributing to the death of animals by buying products
Vegan items which the 31-year-old approves of were tagged with ‘this is vegan’ stickers in a bid to draw attention to other options available in stores.
His methods have been criticised by other vegans, who fear the products will be scrapped, meaning animals’ lives were wasted.
Images of Marc’s stickers on sausages and supermarkets aisles circulated on social media, prompting numerous negative comments towards his campaign.
Vikki Ita said: ‘[The sausages with the sticker on] will probably end up in landfill now. For an animal to be slaughtered and then end up in landfill is pretty disgusting.’
Another critic, Tegan Tallullah said: ‘I doubt this will change people’s minds to be honest. Activism works, but not this kind of activism.
‘It turns them off veganism. Much better to promote the most delicious vegan sausages rather than go the meat is murder route.’
Mr Gurney says he hopes the stickers will lead to more people becoming vegan
One of the stickers is of a cow with a calf, claiming the calf was taken away by dairy farmers
Mr Gurney also puts up stickers on products which are vegan-friendly during his campaign
But Mr Gurney shrugged off the criticism, stating: ‘I’d rather them dispose a few packs of sausages if it means a few people go past and think “okay maybe this week I won’t eat sausages” or “maybe I could actually cut out sausages”. It’s just planting the seed.’
Mr Gurney ate meat for the first 30 years of his life and only decided to quit after the untimely death of his pet cat Bunty, who had to be put down at just four years old.
He says the death of Bunty made him realise that ‘no animal should be harmed’ and after nine months being vegetarian, he became fully vegan a year ago.
He said: ‘I want people to think about how they communicate with their pets, for example, and compare them to the animals which typically get slaughtered for human consumption like cows and pigs for meat and sweets.
‘Just think, would you actually eat your own animal? Why is it okay to kill one and not the other?’
One of the ‘Veganuary’ shows a picture of two pigs rubbing their noses together
Mr Gurney ate meat for most of his life but changed his views after his pet cat died
His campaign has been criticised by other vegans who say his militancy puts others off
Mr Gurney wants supermarkets to install vegan-only aisles in a bid to convert people to veganism.
A Sainsbury’s spokesperson pointed out that they generally find that customers prefer items to be grouped together by type of food rather than whether it vegan or not.
A Sainsbury’s spokesperson said ‘We always try to make our customers’ lives as easy as possible by grouping products together and clearly labelling our own-brand ranges.’