The Meatrix is a product of the
first-ever Free Range Flash Activism Grant. In February 2003, Free Range
Graphics, a cutting-edge design company, invited hundreds of non-profit
organizations to apply for a grant that included production of a free
Flash movie. After carefully reviewing more than 50 applications, the
grant was awarded to GRACE's Sustainable Table program.
Sustainable Table works to educate
consumers about the problems with factory farming and to promote
sustainable food. The Meatrix was originally produced as a way to
promote the Eat Well Guide, Sustainable Table's online directory of
sustainable farms, stores and restaurants in the US and Canada that sell
meat, poultry, dairy and eggs from small, sustainable family farmers.
But only days after release, it became evident that The Meatrix was also
an excellent educational tool about factory farming. The film broke all
records for online advocacy and was seen by millions of people in the
first few months alone.