London Premiere Marks Official Launch of New Anti-Dairy Documentary

Celebrity guests including Peter Egan and Heather Mills joined health experts, social media influencers, brand reps and Viva! supporters for the Leicester Square screening of What Do You Really Know About Dairy?

– Viva!, the UK’s leading vegan campaigning charity, has premiered its new documentary short, What Do You Really Know About Dairy? on 10 September at The Prince Charles Cinema in Leicester Square.

Financed through a public crowdfunding campaign that raised over £50,000 in donations and match funding, What Do You Really Know About Dairy? combines undercover investigation footage, expert testimony and scientific evidence to examine three central issues: the treatment of cows and calves on modern dairy farms; the disputed science behind some of the industry’s most familiar health claims; and the lobbying, advertising and public-relations strategies that have enabled dairy to escape much of the scrutiny now directed at other food industries. In doing so, the film confronts one of the most valuable and influential sectors in British agriculture, worth £19bn per annum in the UK alone.

The documentary is supported by a dedicated webpage on Viva!’s site, which takes users on a journey behind the scenes of the dairy industry: viva.org.uk/whatdoyoureallyknowaboutdairy

The premiere is a pivotal moment for Viva!, which has campaigned on farmed animal welfare issues for over three decades. The charity’s production arm, Vivacity Films, released the pig farming exposé Hogwood: a modern horror story on Netflix in 2020. The multi-award-winning film resulted in huge press attention, with Hogwood Farm, the site of the undercover investigation, ultimately dropped by both Red Tractor and Tesco. Viva! hopes What Do You Really Know About Dairy? will result in similar consumer and trade scrutiny of the dairy industry.

“Dairy is one of the cruellest animal industries that exists, but decades of PR spin and tens of millions of pounds spent on marketing campaigns have shielded it behind a totally undeserved aura of health and wholesomeness,” says Juliet Gellatley, founder and director of Viva!. “Drinking the milk of another species is just so unnatural and exploitative. What Do You Really Know About Dairy? systematically dismantles the dairy industry’s claims about cow welfare and milk’s role in human diets, showing viewers that what they believe to be fact is actually the result of carefully constructed, profit-driven propaganda.”

At the premiere, actor and animal advocate Peter Egan welcomed guests to the event, including well-known vegan influencers and reps from favourite plant-based brands such as This, Minor Figures, Kinda Co. and Honestly Tasty. Campaigner and entrepreneur Heather Mills, meanwhile, moderated a panel discussion featuring the documentary’s experts:

• Juliet Gellatley – founder and director of Viva!
• Wendy Turner Webster – television presenter, author and animal campaigner
• Dr Alan Desmond – consultant gastroenterologist and author of What Your Doctor Isn’t Telling You About Food
• Dr Shireen Kassam – consultant haematologist and director of Plant-Based Health Professionals UK
• Rosie Martin – UK-registered dietitian and founder of Rosemary Nutrition & Dietetics

Attendees then gathered at nearby vegan restaurant Vantra for a relaxed evening of drinks, plant-based canapés and networking.

Speaking after the event, Gellatley thanked Viva! supporters for their help in bringing the documentary to life and shared her hopes for what it will achieve.

“What Do You Really Know About Dairy? has the power to transform our food system by showing consumers the animal cruelty and human health risks inside every glass of milk,” she said. “We have the solutions – plant-based milks, yoghurts, creams and cheeses are affordable and widely available – and we have the evidence on the environmental and health advantages of plant-based diets. All that’s been missing is a catalyst for change. This film is that catalyst and we can’t wait for it to start consumers down the path towards compassionate and healthy vegan lifestyles.”

ENDS

Expert Quotes for Publication

Wendy Turner Webster – “Visiting a dairy farm for the first time, alongside Juliet Gellatley, was genuinely devastating; nothing prepares you for seeing that amount of exploitation and suffering up close. I hope this film gives people a wake-up call. It was an honour to be part of creating something so important and to see the audience’s response at the premiere was incredibly moving.”

Dr Alan Desmond – “As a doctor, I see how confused people are about dairy and health every single day. This documentary cuts through a lot of that confusion with real evidence. It was a pleasure to contribute to the film, and judging by the reaction at the screening, this is clearly a conversation people are ready to have.”

Dr Shireen Kassam – “There’s a real gap between what the science says about dairy and what the public has been told for decades. I was glad to take part in a project that puts the evidence front and centre in such an easy-to-understand way. The premiere was an optimistic evening of knowledge sharing and networking, and I’m confident What Do You Really Know About Dairy? will help move the dial of public understanding.”

Rosie Martin – “We’ve been taught for generations that dairy is an essential part of a healthy diet, but the reality is that we don’t need milk from another species to meet our nutritional needs. And if we don’t need it, we have to ask much harder questions about the impact its production has on animals and our planet. I’m really proud to be part of a documentary asking those questions. The response at the premiere was brilliant and I’m looking forward to seeing the film reach more people on streaming platforms.”

Notes to Editors

• Viva! is a registered charity (no. 1037486) and the UK’s leading vegan campaigning organisation
• For interview requests, high-resolution images or further information, please contact Rachael Simpson-Jones, PR manager – rachael@viva.org.uk